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Q&A: 'Queen of comfort' Rachel Pally opens new pop-up shop Thursday

RachelPally Rachel Pally makes some of the most comfortable clothes in creation -- whipping up chic dresses and tops in super-soft, colorful jersey fabric. And now devotees of the L.A.-based designer will be able to check out her entire collection in the flesh and under one roof.

Pally is debuting a new pop-up shop inside a formerly empty storefront on La Brea Avenue today -- kicking things off with an invite-only launch party hosted by actress and Pally fan Amy Smart. The store will open to the public Thursday.

We chatted with the queen of comfy cool on her new ephemeral endeavor:

All the Rage: Why did you decide to do a pop-up store?

Rachel Pally: Why not? There are so many vacancies everywhere and I kept reading about everyone opening these pop-ups, and I thought, why not me?

What’s the space like?

We transformed this raw space into something cute. We did a little Ikea, had some racks made, we bought nice hangers…and I have all this stock. It’s about 1,000 or 1,200 square feet. We have photos on the walls, but mostly it’s cement floors and white walls and tons of colorful clothing.

What can shoppers expect in terms of merchandise?

We have current fall and holiday -- the new stuff that’s in stores right now -- and also old spring and summer looks on sale in the sale loft, marked down 40% to 50%. We also did a couple of new styles in heather gray especially for the store.

How long with the pop-up be around?

A couple of months. I’m not really sure yet; it’s open-ended.

We heard you will be hanging out at the shop a bit…

I will be in the store once a week. I feel like my brand is for local shoppers -- a lot of people have been coming to my sample sales and I’ve personally been able to make a connection with some people. We’ve been seeing a lot of excitement on Twitter and Facebook.

Rachel Pally’s pop-up boutique will be open from 11 a.m. to 7 p.m. Monday through Saturday, and noon to 6 p.m. Sunday; 456 S. La Brea Ave., Los Angeles; (323) 932-0907.

-- Emili Vesilind

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