I've done retail all my life, it was my first job since I was 17 years old, straight out of high school. Retail is in my blood, it is one of those things in life that I know about more than anything. I live it, breath it, research it, everything... always have, always will. When I left outside companies to start the Onelove Deluxe retail division, it was a huge stepping stone in the history of the brand. Our following instantly changed from the day we opened our doors - from close supporters to complete strangers and walker by's on a daily basis. It took us into fans, followers and believers that we no longer had any personal connection to which was actually a great feeling and good for business. For forty solid months we dedicated and put more work, passion, time, energy and drive into it than any previous venture Onelove has ever done. That project in itself proved to be not only a huge obstacle but a huge move for the better. We were now working with top brands within the industry, rubbing shoulders with all the people we and others idolized in the fashion world. Cutting open boxes everyday like it was Christmas, throwing parties for releases every chance we can get, amazing art shows and photo shoots, lots of photo shoots like we had our own playboy studio..! Fun right?..well yes and no. The daily observation of a retail boutique directly in the heart of downtown Redlands does have its fair share of fun, but when its all said and done, its a business. A business that has to provide the balance back to those who would kill for it and put so much that deserving of a great outcome is almost expected.
In late 2013, the streetwear industry underwent a secret agenda that only fashion industry insiders became aware of. With the operations at Onelove Deluxe boutique, we got to experience a taste of the retail world in a whole other light than all our loyal, avid followers in the online, laptop, smartphone world... Long story short when I got into streetwear it was so much more of a love for the industry itself, than the current state that it resides in. Once a hard to find, word of mouth seeking of the coolest and most rare boutiques, has now become an every city, lets do it just because mentality of the culture; which in return takes the spirit of the culture itself straight out of the picture. No longer a rarity, an exclusive and unique brand that you back in the day had to work hard to find, is now as easy as a click away or in every city every mall with streetwear now being housed under the same roof as major skate and surf brands. As if that was not enough to make me feel a little bummed out, logging online to see all the brands that sell to the independents are now alliance-ing with the majors to allow clearance of all overstock at 50-75% off which in return allows the majors to place product for sale in their .com's for half off while all indy's across the world have to unfortunately keep it at 100% just to make that double mark up that keeps them rolling. Long story short, streetwear went mainstream and brands are shaking hands harder with the guys who have the big checks and major money. Nothing wrong with that right?...it depends, you can allow yourself to stay behind and complain or you can adapt and realize that this is reality and the current market has that setting and allow yourself to modify your business plan, adapt, and grow with this in a different avenue if you have a true passion and life long commitment such as someone like myself.
That is where Onelove Deluxe stands today, I love all our brands, still do and still talk to many often, but it is with a deep emotion I come to write on our online blog that I have decided to close our Redlands Onelove Deluxe boutique. Yes, you heard me right, after much consideration and planning, we look to close one door while keeping our momentum going with the information and announcement of our return into a re-launch of the Onelove Deluxe Brand itself, where we will seek worldwide distribution as well as open our doors to a very upscale boutique/showroom in our new headquarters located in the heart of downtown Redlands.
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