HEIDI MERRICK’s flagship delivers her seaside sensibilities to DOWNTOWN L.A.
You can take Heidi Merrick away from the beach, but you can’t take the ocean’s allure out of her namesake line: After 10 years designing her eponymous ready-to-wear collection from her Downtown Los Angeles studio, the California native is opening a flagship boutique, H. Merrick of California, this month in an 1,800-square-foot space downstairs—and she’s bringing her coastal influences with her.
“My line has always been California lifestyle-oriented. You can dress elegantly here during the day and be easy at night,” says Merrick, who’s known for long, breezy silhouettes fashioned from cotton gauze, silk chiffon and silk charmeuse. The aesthetic draws in part from her oceanside childhood in Carpinteria, where her parents, Terry and Al Merrick, founded Channel Islands Surfboards.
Growing up around the surf shop, she observed a dedication to craftsmanship in her father’s shaping studio, which was just across the alleyway from the store. At her own brick-and-mortar—which inhabits the flourishing intersection of Ninth and Broadway with the likes of Acne Studios, Aesop and A.P.C.—Merrick will follow suit, bringing production into her studio. “Downtown feels alive with people who are seeking out innovation and creativity,” says the designer, who will offer in-store by-appointment atelier hours for fittings and custom designs (including bridal).
The ready-to-wear line shares the minimalist space with exclusive artwork produced in partnership with local artists, including large-scale images of the Pacific coastline—directed by Merrick and shot by L.A. photographer Sharon Montrose. “It feels like you’re at the beach, as if there’s an ocean view,” she says. In a further nod to her surfing lineage, the store features a series of bespoke boards, a collaboration with her brother, Britt, the head designer and shaper for Channel Islands Surfboards. These precision-crafted, one-of-a-kind boards are equal parts high-performance models and works of art.
“I want the store to express a made-in-California feel,” says Merrick. “I want my collection to hang amongst things I think are beautiful. It’s that simple.” 115 W. Ninth St., L.A.; heidimerrick.com. • Allia Alliata
Edited by Kelsey McKinnon.
Photography by Sam Frost.