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2009 March 10

Brule, Baby, Brule

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London Monocle Shop London Monocle Shop
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(PARIS) Monocle, the Tyler Brule-helmed title covering arts, politics, ideas, fashion, and far beyond, celebrated its second anniversary last week. Already, Brule's baby is a bona-fide brand. Following the success of the first Monocle shop in London's Marylebone last year, the brand will open a new store in Los Angeles on Monday, April 6.

The Brentwood location of The Monocle Shop at 225 26th Street, Suite 19b, will feature new collaborations between the brand and designers, like the Comme des Garçons' Hinoki candle, a unique sweatshirt from Tomorrowland, and a high-tech running kit created with John Smedley. "Monocle is opening a shop in L.A. for a variety of reasons," said Brule. "One is the location. We were offered a great space in a high traffic area which possesses a similar demographic and 'community feel' to our Marylebone store in London. Two, we think L.A. provides a great opportunity for us--it's a pop culture hub and evidence from our subscriber base suggests we have a ready-made market out there. Also, our online Monocle shop is already popular on the West Coast, particularly the Orlebar Brown Swimming Trunks and the Porter Bags."

Brule will throw an intimate launch party with several members of his team. The brand is due to open two more stores in New York City and Tokyo in 2009.
ASHLEY BAKER




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