Recently, while in Los Angeles, I paid a visit to the new Wittmore pop-up shop on Third Street. The colorful space is brings to life Wittmore’s nicely curated and eclectic brand mix, which up until a few weeks ago has been an entirely digital shopping affair.
The physical and online stores are the product of my longtime friend and mentor Paul Witt. Wittmore is a culmination of Paul’s many years in the clothing business and his varied work across various creative disciplines, a few of which involved me as his underling. The shop presents Witt’s personality well, and represents a playful perspective that very much aligns with his personal taste and style. It’s an inclusive and needed respite from the world of pretentiousness that can often surround so many menswear brands and stores. Wittmore brings a keen eye and an injection of playfulness that makes clothing fun again.
Ever since I met him, back in 2002, Paul has been obsessed with art, design, clothing, travel, music and culture. He knew about every artist, or new shop or band out there. Those passions have been acutely channeled and focused into all of the good stuff on offer at Wittmore. It seems a lot like his wardrobe at its boldest.
In the shop you can expect basics from brands like Levi’s Vintage Clothing, GANT Rugger, Gitman Vintage and Universal Works to sit right along side boldface menswear names like Ian Valerdi, Timo Weiland and Mark McNairy. The mix is done in an all-together refreshing way that will make you pause to take notice and look closer. The edict seems to be the more color-blocked, bright and geometric the better. Wittmore can be many things to many people, it’s both safe and adventurous, straddling the line between what feels comfortable and what feels new all at the same time. Shopping is rarely as much fun. [WITTMORE]
Wittmore Pop-Up Shop | 8366 1/2 Third Street, Los Angeles | Through July 15th