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Alpha: Gear for Gents jumps to a storefront across the street on Melrose

May 23, 2011 |  7:14 pm

-3 Alpha: Gear for Gents, the charming fashion and gift boutique for men, has migrated across the street to 8654 Melrose Ave. (at Norwich) — across from the Pacific Design Center.

The move was instigated by end-of-lease negotiations (Henry Beguelin and Retrospecs, who share the same landlord, are also moving), said owner Darren Gold.

"It really got me thinking about how I'd been shopping for the store over the last few years," added Gold. "We had been in the original space for seven years, and started with the whole 'gentleman’s club' look. That look is now ubiquitous — anyone opening a men’s store goes with that vibe. I needed to move on and find something new and more interesting."

That means Alpha will be loosening up a bit, and gaining "a bit more of a coastal feeling," said Gold, "which goes with many of the new brands I am bringing in, like ZAK, Copy, Riviera Club, Salvdr and Original Paperbacks."

The old Alpha was on the dark side — great for a gentleman's club vibe — but the new space is more open and bright, jibing with the shop's more beachy tone. "You can really see everything now," enthused Gold. "The nooks and crannies of the other space added atmosphere, but they weren't always the most efficient way to sell merchandise."

Alpha: Gear for Gents is open 11 a.m. to 6 p.m. Monday through Saturday; Noon to 5 p.m. Sunday.

--Emili Vesilind

Photo: The new Alpha storefront. Credit: Alpha: Gear for Gents.