Leasing Format: Pop Around
Founded in 2013 as a means to raise awareness and funds for those affected by poverty, Westfield Mall Retail tenant and partner Gravity LA proves that ethically-sourced retail is a go-to for any shopper wanting to buy with a clear conscious. With two successful Westfield locations, including their current Pop Up located at Westfield Century City and a recent Pop Up at The Village at Westfield Topanga, Gravity LA carries only sweat-shop free and WRAP certified clothing and accessories.
Recently we sat down with Gravity LA owner, Sejin Oh, to learn more about his business and the decision to partner with Westfield Mall Retail on his first brick-and-mortar locations. Let’s see what he had to say:
How would you describe Gravity LA?
Gravity LA is a Los Angeles based, lifestyle clothing brand, created to inspire change in our everyday mindset. Our triangle logo is a Delta, which means change, and is a symbolism of our attempt in making this world a better place. To change gravity is to flip flop the world from selfishness and negativity to generosity and love.
Who is Gravity LA’s customer?
Our customer is anyone who loves unbelievably soft, comfortable clothing with simple, minimalistic designs.
You also have omline retail. Why is having a physical space, such as your location at Westfield Century City, important to your business?
Online business is tough. In order to be successful in e-commerce, you need to be able to organically drive traffic to your website through social media and marketing. Many e-commerce businesses fail because they don’t have the following to produce sales. Having a physical space helps increase your brand awareness and allows people to come and try on the product before they purchase it. It also helps to solidify your brand by taking it out of cyberspace and bringing your storefront into reality.
How do you see Gravity LA growing over the next 5 to 10 years? Will Westfield be a part of this business plan?
Of course! We love Westfield and the management personnel have been so supportive of our brand and vision. We love how Westfield isn’t afraid to venture into new territory and bring in a brand like Gravity LA. We love the freedom of creativity we had with our kiosk and hope we can grow into an inline store in the near future.
Tell me a bit about your design process. How did you echo this design in the layout of your Westfield location?
Our aesthetic is very simple and minimal and we carry that aesthetic cohesively throughout our brand. From the designs, to the hangtags, and to the storefront itself, we wanted to create something different that would catch people’s attention.