General Admission returns to Venice

Seven years ago, Gavin Dogan, formerly vice president of Hybrid Apparel, and his business partner at the time, Damien Fahrenfort, opened their first General Admission concept store in Venice, California, at the corner of Brooks and Pacific. An address considered with the culture of Venice in mind, able to attract both the old generation of Dogtown skaters and the young tech professionals arriving in the neighborhood.

Initially launched with a multi-brand offer of men's clothing, with brands including Stüssy, Our Legacy, Nanamika and OuterKnown, the brand of surfer Kelly Slater, General Admission introduced its own collection in 2019. It was a wardrobe with Americana influences, functional with a relaxed Californian touch, all designed by Kyle Ng, the founder of the label Brain Dead.

With the rapid success of the collection, General Admission changed its strategy. Alone at the helm, Dogan wanted to focus on his brand. The store on Pacific Avenue closed and he opened a temporary store in the Mara Vista area, followed by the opening of a new store in Silver Lake at 3815 Sunset Boulevard, before reopening in Venice a few days ago, on 1121-2 Abbot Kinney Boulevard, where the General Admission story began.

Neighboring Alhem, the eyewear brand created by Frenchwoman Alhem Manai-Platt, the new General Admission store has just replaced the LCD store, still present two doors down, "an area that was deserted five years ago," explains Tony, the store manager, "and which is regaining some aura with the opening of brands like LCD and Blue Bottle coffee shop."

Inside the new store, a large central counter welcomes customers. On the walls, Gavin's wife Christina Dogan's selection displays Raymond Petitbon's lithographs, portraits by Art Brewer, a legend in surf photography, Kevin Ancel's painting and other graphic works by local artists.

On the racks, General Admission displays its summer wardrobe, caps, baggy denim, workwear-style overshirts, striped cotton and linen blended shirts, ombré check shorts, Rat Rock cargo pants workwear and other shirts inspired by vacationwear of the 1960s. A collection made part in Los Angeles and part in China.

A selection of lifestyle items including glassware, lamps, organic wool rugs and candles showcase the creations of handmade Mexican artists, while ceramic objects and mushroom stools signed in collaboration with lifestyle brand Mister Green add the Venice touch. Racquet magazine, a quarterly magazine dedicated to tennis, is also available.

In addition to the development of the boutiques, Dogan is now focusing on wholesale sales. General Admission is thus present on various e-commerce platforms such as Ssense or Slam Jam and also sold via physical stores and the Mr Porter website.

General Admission returns to Venice

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