As you MUST know, unless you’ve been reliving your own version of Castaway somewhere, Solestruck went to L.A. The second stop on our Shoe Tour 2014 was with downtown hot spot, The Well, which is part salon / part retail space / part production company + studio + venue. Naturally, we through one hell of a party to kick things off. So good, in fact, that we barely have any photos to remember it by, because as we all know, if you’re busy on your phone – you’re not havin’ fun!
So many fans, bloggers, photographers, collaborators, musicians, and all around amazing people came to celebrate with us and it was so rad to finally meet everyone face to face. Even our past intern, who we affectionately call Ross Gabe, came with Slurpee in hand to get wild. Special thanks to the babes from The Garden and Chloe Norgaard for comin’ out! We also gave a special preview our upcoming collab with Love+Made and had live music from Octo Octa, Magic Touch, and The Lovely Bad Things.
The pop up shop at The Well (1006 S. Olive St.) continues on through the weekend, but then it’s gone for good! They’ve got an awesome selection of styles from our in-house brands YES, To Be Announced, and I Desire The Things That Will Destroy Me, as well as having our exclusives and collabs Buffalo x Solestruck, Nana x Solestruck, and Vagabond.
We also got a special tour of the American Apparel factory in downtown L.A. the next day. Peek through the .gif below to see what we saw:
They took us through every nook and cranny of the office / factory / warehouse and just.. wow. From seeing their spectacularly clean and colorful showroom to their sewing floors where every garment is made and samples are tested, to their on-site medical center, their photo studio, product library, and then the newest addition – their shoe factory. American Apparel is diving head first into the world of footwear beginning with basics and the fascinatingly made ‘Jellies’. Insider secret: AA, coming to a shoe-focused website near you. Soon. Real soon.
“Sleep when you’re dead” was the mantra of the trip, because it’s always onto the next! And next was casting for our second To The Source lookbook, which is completely crown sourced to give our amazing fans and customers the spotlight! The first time around we were in New York and it only made sense that for No. 2, it be the L.A. babes. Hundreds of people stood in line bright and early on Sunday morning to snag a gifted pair of shoes, a goodie bag, and most importantly – audition for the lookbook! We couldn’t be more thrilled with the turn out and want to thank everyone so much for coming down and trying out!!
The final 10 ladies and gents were narrowed down and the following morning it was full photoshoot mode! The lucky finalists got to be photographed by the oh-so-talented Eddie Chacon (Metropolis of Vice) who has done work for publications like Oyster, Purple, and more. So a pretty big deal tbh! This was not only his first time in shooting with a green screen, but ours as well, and I can’t wait to be able to show everyone the finished results! Stay tuned for the full lookbook and lots of behind the scenes + model and photographer interviews!