Monday, September 15, 2008

15 Minutes with Alternative Apparel and Matt Sohl at Fred Segal

Alternative Apparel has recently launched a new "store within a store" collaboration series with Fred Segal in Santa Monica, CA featuring artist Matt Sohl. To tell you exactly what's going on here I'll just skip to an explanation from people who sat at their desks for a long time thinking about how to best unfurl the story of this art/fashion/retail project:

"15 minutes at Fred Segal Flair in Los Angeles is a revolving installation of well-known and emerging designers and artists. Fusing the worlds of fashion, art, music, and design, 15 Minutes at Fred Segal Flair offers the opportunity to look, touch, smell, hear, and wear all aspects of each designer’s core concept."

As intimated by the above quote, I don't know if I'm going to go to Fred Segal and smell Matt’s shirts, but they sure do look nice so I would snatch one off the rack. Matt works a lot in watercolor, and after rooting around on his blog I found a pair of old Vans that he'd painted. They are on sale at Fred Segal for $275 bucks (just kidding).

You can find out more info on 15 Minutes with Alternative Apparel x Matt Sohl x Fred Segal HERE.

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