Talking about Shelter Half a while back, I noted the further development of L.A.’s La Brea Avenue as a new little area of interest for retailers. There have been great stores in this part town for a long time, Union and American Rag being probably the two best known and most widely respected. General Quarters is one of the newish shops to join the menswear fray on La Brea. The store got a lot of call outs when I was working on an update to the LA shopping map and it wasn’t until recently that I had a chance to stop by. While the store is not “just opened,” I think it was worth highlighting here for those that don’t spend much time in LA.
General Quarters is sort of hitting on a lot of retail hot buttons that we have all seen over the last few years from a décor standpoint, but the shop carries a tight selection of brands — many of which are known — and some small and quasi-undiscovered stuff. It’s a digestible mix, so would probably say that the shop is light on product. I didn’t think so, I saw it more as non-threatening. I think also that General Quarters had a lot of strong personal touches that seemed done in a way to represent the owner’s taste; it didn’t seem done to fit the mold or work within a trend. It seemed natural and unpretentious unlike a lot of shops that I visit. That said, it wasn’t ground breaking either.
General Quarters (good name too) is a good shop that will get better with time. That and some hard work I think it will grow into something really great and become a shop that will rival its neighbors. If you happen to find your self on La Brea in LA, stop by and take a look.
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