Sammy and Val fusing all of the elements that have make Fruition, the store an interesting concept
Fruition. I’m pretty sure that’s one of my top ten most overused words in speech and in writing. It is after all an uplifting word that neatly sums up the process of design, development and final product and in on this occasion, I finally got to see the “Fruition” of Sammy Jo Alonso, Val Julian and business partner Chris Julian’s eponymous store that is coming up to its ten year anniversary. The trio started Fruition in their beloved hometown of Las Vegas because they wanted to shake things up in sin city. Sammy has been reflecting on her close-to-a-decade Fruition journey on Instagram and had this to say: “To many of you, Las Vegas may seem like a barren desert. But to me, Las Vegas is a city with boundless untouched treasures. Treasures and undeveloped talents found within myself these past 9 years.”
From Fruition’s seemingly in-the-middle-of-nowhere LV locale, they’ve expanded to Los Angeles with a store in Echo Park as well as collaborating left, right and centre with brands, like Nike, along the way to spread not just the Fruition gospel but Sammy and Val’s own mantras of living life to the full (see this post for motivating words that will make you get off your arse and well… just do it!). On my trip to Los Angeles which also included a one day reccie to Las Vegas last month, seeing Fruition in both cities was on my agenda, just so that I could see this store that I talked up on the basis of their look book styling, which popped off the computer screen. Hearing Virgil Abloh talk about these “Celine and Supreme” modern times, where one can mix and match street, high-end and other sources all together; it made me think of the aesthetic of Fruition. Back in 2005, they were already recontextualising vintage to mix up authentically crafted “ethnic” pieces from all over the world, with vintage Chanel and Versace and then both new and deadstock streetwear and sportswear. Back then, that mix would have been a zany one. Now, we almost take mixing up style genres for granted. Case in point, I came away from the Los Angeles store with a destroyed and ripped Chinese robe (no ridic London prices here – I paid USD30) and a Phoebe Philo concert tour t-shirt by the brand Modern Man Paris. I’m not sure how Ms. Philo will feel about her image cut ‘n’ pasted this way but this t-shirt is certainly representative of the way designers are probably a bit uneasy about the way consumer mixes their collections up, styling and restyling until it is very far removed from the original catwalk context. It’s why brands and houses instruct editors and stylists to showcase head-to-toe looks in magazines. The very idea of designers ceding control so that “people” can remix brands in their own way is what makes stores like Fruition so refreshing. They point out the roots of brands with their themed displays of military jackets, bleached-out denim and 80s windbreakers and pair them up with brand new streetwear or designers that link up to these references. In the background of the LA store in particular, glitched up images of Celine and Margiela collections are spliced with their own references and we’re invited to “surf” the store and “instamoment” a selfie. Fruition reflects the same kind of glitched up present, whilst recognising the weight of the fruitful past where so many of the clothes in the store come from. But what of the future?
“We live in a google generation. A microwave culture where we’ve been conditioned to expect instant results and instant solutions. We’re led by bottom line expectations to produce, coupled with our internal pressure to succeed. These circumstances can easily take the life out of living if not pursued with balance and meaning. With patience and discipline, we can learn to run the race we have been called to run. Life is meant to be enjoyed, not endured. I promise you, we will surpass our own expectations and set the pace towards our best days ahead.” From Sammy’s Instagram
SOURCE: Style Bubble – Read entire story here.