Social Primer pop-up launches at Alpha Gear for Gents
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Mens etiquette website Social Primer launched a pop-up shop inside Alpha Gear for Gents boutique on Monday -- bringing high-brow social accouterment to the West Hollywood guys gift shop.
The website, which tackles age-old problems such as how to avoid flu-season handshakes (‘make a hasty retreat to the nearest loo and wash the hands like ‘Silkwood’’), also boasts a retail component, selling gentlemanly items such as reversible bow ties, belts and monogrammed everything -- from stationery, belts and drinks coasters to napkins, pillows and cuff links.
The pop-up shop, which will be up through Dec. 31, features an expanded mix of the site’s usual fare -- heavy on the stationary -- along with a handpicked selection of vintage books, antiques and art, all chosen by Social Primer’s founder, Cooper Ray, who offers sartorial and lifestyle advice on the site under his haughty alter ego, SP.
‘We have always wanted to offer personalized gifts, because what Alpha gentleman should be without his own stationary?’ said Darren Gold, who co-owns Alpha (8625 Melrose Ave.) with Christos Garkinos. ‘SP has offered us an amazing opportunity to do that. ... Personalized items make for really special gifts. It’s all very civilized, which every Alpha man should be.’