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Eleven of Us boutique opens in Silver Lake

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Eleven of Us, a new women’s and tweens fashion boutique specializing in colorful casual wear, opened last week near Sunset Junction in Silver Lake (1404 Micheltorena St. at the corner of Sunset Boulevard.)

The 1,000-square-foot space was launched by 4-year-old Vernon, Calif.-based brand Erge Designs, which is carried in over 500 stores worldwide, including Fred Segal and Bloomingdale’s locally. The brand, which creates vibrant printed tops and dresses, represents half the store’s inventory, sharing space with like-minded brands including Notify and Curtsey.

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‘Like any other manufacturer, we have to over-cut and make more than we need to,’ said David Charles Keeton, chief financial officer of Erge Designs. ‘We had stock sitting in our warehouse and we thought we’d try a store.’

Keeton, who co-owns the brand with designer Frank Quijada, said the company chose Silver Lake as their first retail destination because, ‘This is the hot area -- it feels right. We also were able to get a short-term lease here so we could try it out.’

The store isn’t just well-located -- its merchandise is priced to move. Knit dresses, hoodies, tees and slouchy scarves, many of which are samples and overstock, are priced under $65, with most Erge Design tops priced around $25.

The name Eleven of Us references the 11 family members of Quijada’s who work for the company. ‘Everyone loves the name,’ noted Keeton. ‘It just felt right.’

-- Emili Vesilind

Street Fashion: Silver Lake

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