UPDATE: Traffic LA men's store opens March 7.
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When we heard about renovations at Joule Dallas, nothing intrigued us more than the shops rumored to be part of the revamp. Turns out those rumors were true: Cult Hollywood boutique and creative collaborative TenOverSix and high-fashion Traffic Los Angeles were heading east to downtown Dallas.
This is exciting news to in-the-know fashion addicts and downtown denizens alike. Previously, the only spot to shop downtown was the flagship Neiman Marcus on Main Street. But thanks to Joule owner Tim Headington and team, that changes this spring.
TenOverSix creative director and buyer Kristen Lee and her partner, art and design director and buyer Brady Cunningham, stock a well-edited selection of clothing, accessories, housewares, art and gifts. Both are designers — a touch that is evident when you walk into their gallery-like space on Melrose Avenue in West Hollywood.
TenOverSix will have a sibling called TenOverSix Presents, with a rotating selection of gifts from the areas of home design, beauty, industrial design, art and lighting.
Expect nothing less of the 1,500-square-foot space in the Joule, where Dallas shoppers will discover designers known only to fashion insiders, such as Alasdair NY, Horses Atelier, Suno and Patrick Ervell, alongside the more familiar 3.1 Phillip Lim, Loeffler Randall and Opening Ceremony.
TenOverSix will have a sibling in the lobby called TenOverSix Presents — a take on the language used on marquees — where guests and locals can shop a rotating, highly curated selection of gifts from the areas of home design, beauty, industrial design, art and lighting. The duo selected pieces from artisans in Brooklyn, LA, Portland, Marfa, Stockholm, New York and Paris and plan to host art shows, pop-ups and trunk shows throughout the year.
So why Dallas? “The opportunity to work with the Joule on the renovation,” Lee says. “The project seemed like a good fit and is in-line with our brand. Dallas is a great city, and we’re excited to be a part of it.”
In addition to the above shops, Lee and Cunningham were also tapped to design the new pajama-inspired uniforms for the Joule staff.
Another West Coast hot spot and celebrity favorite, Traffic LA, will occupy three different spaces, all next door to one another: men’s (2,200 square feet), women’s (1,000 square feet) and specialty shop Play Comme des Garcons (400 square feet).
“We like the people, environment and the city,” says owner Michael Moldovan. “Dallas is up and coming with the downtown development going on; we’ll provide the picture.”
A glimpse of the men’s merchandise reveals designers such as Dolce & Gabbana, Comme des Garcons, Rick Owens, Dsquared2 and Nudie Jeans, among others. Play Comme des Garcons will feature the entire collection of quirky yet sporty apparel, shoes and accessories for men, women and children.
As for the girls’ shop, we’ll just have to wait and see, as they are hush hush on the details. Perhaps Vivienne Westwood and Maison Martin Margiela will be in the mix?
Find out in March, when the stores are scheduled to open.
TenOverSix on Melrose Avenue in West Hollywood has a gallery-like ambience.
The new facade at Ellen Noël Art MuseumPhoto courtesy of Ellen Noël Art Museum
