BLDWN | LA Flagship Opening and AMERICANis Project
The stereotypical American is a tired trope, according to BLDWN President Johnathan Crocker. So, in lieu of apple pie, Coca-Cola, Levi’s, and baseball, Crocker wants people to think of celebrated American artists, architects, and pioneers—rather than the brand names that we so commonly associate with our capitalist country. So, in short, less John Wayne and more Jean-Michel Basquiat, John Coltrane, Ella Fitzgerald, and Georgia O’Keefe.
To combat this heavily-branded version of America, BLDWN created AMERICANis, a film project which simply seeks to answer the question: American is ____? BLDWN asked a range of Americans from every walk of life what American is to them, yielding a cornucopia of answers as diverse as BLDWN and this country.
The festivities were doubled with the modern American label also presented the grand opening of ther LA flagship boutique gathering a crowd including Catt Sadler, Whitney Port, Jordana Brewster and Georgie Flores. The minimal space made for a perfect alignment of the modernist take of Americana the brand has well known for. Guests were treated to a tattoo station as well as a cocktail menu which reflected the earnest while complex pairing of umami indulgence like beet root flavoring and a savory sake-tini.
Photographed by Nate Pease
Shop the collection here.