Cultureedit opens boutique in Hollywood

Founded by Joakim Andreasson, fashion website Cultureedit, known for distributing creative brands widely sought after by the Los Angeles queer community such as Carne Bollente, Ludovic de Saint Sernin, Honey Fucking Dijon and Viktor&Rolf, and which collaborates notably with the Tom of Finland licensee, is now expanding into a 2,200-square-foot space at 6757 Santa Monica Boulevard in Hollywood.

At the junction of Sunset Boulevard and N Highland Avenue, next door to the Regen Projects gallery and the Blackman Cruz furnishings showroom, Andreasson is showcasing the latest capsule by J.W. Anderson, whose team has reupholstered all the walls of the store in pink. On pink mannequins, the capsule collection named ‘Studs’ unveils a selection of polo shirts, t-shirts, underpinnings and bags all highlighting the ripped torsos of vintage male models and a few accessories and key-rings playing on penis shapes.
 
“Cultureedit was born online, and for a long time was just a warehouse that wasn’t intended for the public,” explained Andreasson. “Since the Covid pandemic, sales have increased and we’ve started to see our first customers knocking on our showroom door. Cultureedit will remain a destination address, and those who see our sign can stop by whenever they like, and the surface area will enable us to organize regular events.”

After the JW Anderson activation, the Cultureedit store will present the collaboration between Diesel and Tom of Finland Foundation in a few days’ time. Andreasson will also host a reception of documentary ‘The Legacy of George Platt Lynes’ directed by Sam Shahid, former creative director at Interview magazine. Finally, an exhibition of photographs by porn actor and photographer, Kyle Kupres, will be on view shortly. 
 
Cultureedit, which currently generates 80% of its sales online, will also be offering the collections of 20 to 25 brands in its store. These are brands that are widely followed by the Los Angeles queer, gay and lesbian community, such as Walter Van Beirendonck, Bernhard Willhelm, Comme des Garçons, Carne Bollente, Diesel, Gmbh, Henrik Vibskov, Honey Fucking Dijon, Lazoschmidl, Ludovic de Saint Sernin, Viktor&Rolf and the Random Identities brand created by Stefano Pilati. 

Also are pieces from collaborations with the Tom of Finland Foundation, for which Andreasson is responsible for, a selection of Comme des Garçons accessories, adult sex toys, the Boy Smells candle collection, and other decorative objects. 
 
Alongside Cultureedit, Andreasson continues to lead other projects. After organizing a pop-up during Pride month at The RealReal store, where he curated his personal art collection artists, Andreasson is currently completing the book ‘Helmut Lang Archive Dispersed by Joakim Andreasson’ linked to a fire in New York, Soho that almost destroyed Lang’s archives in 2010. Andreasson who worked alongside Lang from 2004 to 2021, has documented the event through a visual dialogue of rescued pieces that he collects in the limited-edition publication.