Goorin Brothers Tips Hat to LA Fashion | 01.09.07

Los Angeles, CA, January 9, 2007 — Goorin Brothers, known around the globe for their glamorously-hip, steeped-in-tradition collection of expertly-crafted, authentic hats for men and women, has opened a boutique on Los Angeles’ fashion-forward Melrose Avenue.

Initially established in Pittsburgh, PA, in 1895, this fourth-generation-run hat company has operated out of San Francisco since 1949. Rarely do independent fashion companies endure for so long, but Goorin’s unwavering insistence on high-quality craftsmanship and cutting-edge style has kept the brand relevant and resonating with hat lovers in the know for over a century. With such a rich history as headwear fashion traditionalists and trendsetters, it’s clear why Goorin chose Melrose as a fitting place to launch a retail presence in Southern California.

Ben Goorin, great-grandson of founder Cassel Goorin, and current president says, “Los Angeles is filled with artistic types who exude confidence. They blaze their own trails while maintaining their individuality. The Goorin hat shop on Melrose is the perfect setting for those original thinkers that want a hat that will compliment who they are, not make them what they are.”

While Cassel Goorin first sold Goorin hats out of the back of a horse cart in 1895, the company has since evolved into celebrated purveyors of contemporary, street-smart hats sold in storefronts, specialty boutiques, major retailers, and online (at www.Goorin.com) worldwide. Blending retro fashions with ultra-modern, unexpected fabrics and washes, Goorin constantly reinvents vintage hats and adds new styles to appeal to a variety of wearers, including the celebrated likes of Jay-Z, Kristen Bell, Nicollette Sheridan, Sean Paul, Ashlee Simpson and the Black Eyed Peas, among others. Goorin hats and bags have also made appearances in Mission: Impossible III, The Fast and the Furious: Tokyo Drift and Bar Starz.

The new store sets a perfect stage for Goorin Brothers’ presence in Los Angeles. It conveys the authentic, timeless quality of the brand, and is the next step in the thematic concept of each Goorin Brothers store reflecting the look and feel of a particular decade/era of history, in keeping with the brand’s rich history. While the shop maintains a similar feel as Goorin’s flagship North Beach store in San Francisco – historic and authentic meets hip and audacious – the look is pure old school L.A. with cool, modern twists.

From the outside, a striking, retro, black-and-white-striped awning signals Goorin’s Melrose locale. Inside, the California-based design team of Linda Premick and Heather Ford tackled the job of transforming the empty space with exposed ceilings they inherited into an Art Deco-influence, hat-centric mecca that brings to mind Los Angeles’ heyday of the 1930’s and 40’s.

The vintage-vibe store features big, sensual, Art Deco-inspired architectural curves, myrtle burl wood custom library shelves and cabinetry, antique bronze accents and lighting. The Deco-era furnishings, frames and props on display further the flashback feel.

According to Ford, “What we’ve done is create a showcase for Goorin where people can come and have an experience, rather than simply shop for the best hats in town. The Melrose boutique reflects the spirit of everything that Goorin Brothers is, has been and has yet to become.” The designers had all the inspiration they could hope for in the personality of the hats themselves, continued Ford, “Beyond having the great history of Goorin to play off of, there’s a certain magic to hats. It was our job to tap into that magic and find a balance between the reverence Goorin has for authenticity and craftsmanship and the want to provide a fun, funky, comfortable atmosphere where customers could come, play and be inspired.”

In addition to offering their extensive catalog of styles each season, exclusive hats not available elsewhere will be sold at the Goorin shop. Goorin also produces a collection of stylish bags. Styles range from deconstructed messenger bags to weekenders and canvas printed backpacks for men. Slouchy hobo purses and colorfully patterned messengers and totes make up the ladies bag collection.

The boutique is located at 7627 Melrose Ave. and is open seven days a week.