This past weekend, ST&NDARD GOODS opened their first brick and mortar store on Beverly Blvd. The store is quite unassuming, nuzzled in between Lulu’s Cafe and a small nail salon, just a pinch East of New Beverly Cinema. The store is a celebration of all things Los Angeles: Los Angeles artists, Los Angeles craftsmen, and Los Angeles culture, all wrapped into a succinct, basic store.
ST&NDARD GOODS selection of products are quite fantastic, much of the inventory in the store were made by cool locals and nearly everything in the store for sale. From the couch you can lounge on to the art on the wall to the seemingly vintage t-shirts, everything is handmade for sale at the store. It celebrates an idea that seems absent in Los Angeles: really, really great hand crafted items, many of which are made by local craftsmen and craftswomen. Of course, there are other stores that carry similar products, but they do not come from locals and seem like they are simply cashing in on the DIY trend: they are inauthentic. In a sense, other places come across as a little too polished and, in a way, “Hollywood.”
As you looked around the crowd celebrating the opening, it was ironic that the atmosphere was distinctly not Los Angeles. It felt as if you were taken away to the Northwest, perhaps in San Francisco or Seattle but most likely Portland. Like the products, everyone and everything was understated and quite real, an audience that seemed flown in from out of town to evoke the feel of authenticity. But, they were all local!
The affair also featured pies and preserves from Sarah Williams and W Magazine West coast editor Kevin West as well as upcoming Los Angeles craft beer bros, Mumford Brewery (who served jalepeño infused El Fuego Cream Ale and bacon infused Ebony and Ivory Stout). As you can tell, ST&NDARD GOODS is a celebration of a budding Los Angeles culture that is distinctly not Los Angeles. Sure, this has been around in a faux authentic craft sense in Silver Lake; but, the opening of ST&NDARD GOODS seems incredibly different than the designer craft movement coming from further East.