socal, so cool
Celeb-favorite LA-based fashion brand set to open first Texas store in hot Montrose destination this summer
Other than western wear and the totally Texas vibe, few fashion looks are hotter than California cool: think flowy, urbane, and effortlessly cool. Few fashion brands rep that look like Rails, which will open its first Texas outpost in Houston this summer.
Fittingly, the hot lifestyle brand will open in Montrose Collective, the buzzy mixed-use retail and restaurant hub that — for anyone who's visited — harks to Los Angeles open-air shopping destinations.
Plans call for a 2,300-square-foot space to open in Montrose Collective in August, per sources.
Houston and Texas' first boutique follows Rails flagship stores already open in New York; California cities San Francisco, Palo Alto, and Newport Beach; London; Paris; and Amsterdam.
In addition to the Houston launch, the LA-based company has four additional brick-and-mortar locations slated to open in 2023: Austin; Boston; Georgetown (outside of Washington D.C.); and the Belgian city of Antwerp.
Montrose Collective shoppers can expect a wide array of women's and men's clothing (called Mr. Rails) that hark to a coastal, Californian chill — with flowy dresses, tops and bottoms, shorts and shirts for men, and a haute line of denim.
For the unfamiliar, Rails is quite the fashion success story. In 2008, LA native Jeff Abrams founded the company with just a $5,000 investment and at the time, produced just a single hat. Since then, his brand has gone global, sold in 30 countries by more than 1000 retailers.
Now, the LA/San Diego/coast-meets-downtown Rails vibe is a fave of tastemakers and celebs everywhere and soon, we're guessing, Houstonians in the know.
Rails; Montrose Collective; 888 Westheimer Rd. Space #102. For more information, visit the brand site.