Streetwear brand Neoity reveals its new store in Los Angeles

By

Chenu Alexis

Published
Aug 24, 2022

At 702 Traction Avenue, in the heart of the Arts District in Los Angeles, a new streetwear brand Neoity opened at the beginning of the summer.

"A dream location" according to founder and designer of Neoity Mari Oh. It is next to the cosmetics brand Le Labo, and the former boutique of designer Phillip Lim, closed earlier this year.

Known to fans of the Melrose Trading Post, a market for antiques and designers and fashion in Los Angeles, where the brand has been sold since 2020, Neoity, which had already opened a showroom and store in the neighborhood in 2021, is betting on a new physical store of 1000 square feet.

"The Arts District is a neighborhood in which I lived years ago", explains the Korean-born designer who trained in costume design in London at Wimbledon College of Arts, and whose career first led her to computer graphics and e-commerce. "It's also the perfect area for my target clientele, the 25-40-year olds," adds Oh. 

Behind the yellow pop facade, Oh has imagined decor in the same colorful and cheerful tones with Sixties mirrors, plastic armchairs, disco balls and Smiley signs.

The wardrobe of Neoity -- a contraction of "neo" and "society" -- offers collections of ultra-colored knit sweaters, covered with large and small checks, cardigans with Smiley patches, shirts with pixelated effects or newspaper prints, vests emblazoned with the glory of Hollywood and Los Angeles, mohair jackets with desert landscapes and velvet baggy pants. 

"The spirit of Neoity is oversized," says Oh. "A unisex wardrobe, inspired by men's clothes, which dares in color, which does not necessarily respond to trends or fashions. Pieces with a unique style, without being crazy, that can be worn from one season to the next."

Offered at low prices, between $60 and $150, the collection is made in South Korea. Alongside its ready-to-wear it offers a selection of bucket hats, retro ball caps and vegan leather shorts. 

Distributed through its shop, and at the Melrose Trading Post, "where it all started," explains Oh, Neoity clothes are also offered at the Dubai Mall in Dubai, within a multi-brand store specializing in streetwear. The brand also ships to Europe, the United Kingdom and Australia, the main major markets where the brand is successful.