Magazine article The Fader

Fruition

Magazine article The Fader

Fruition

Article excerpt

* Chris Julian and Samantha Alonso established Fruition as a vintage shop-cum-transcendental brain trust, and in the two years since its inception, the store has managed to inject some positive vibrations, uplifting rhetoric and Polo Snow Beach pullovers into the previously dour-for-Dunks Las Vegas streetwear scene. Expanding the street style horizons of sneakerheads and fashion reinterpretists alike, the duo has carved a path from secondhand rags to karmic riches, becoming internationally known for their curation of next wave vintage gear. Gone are the cowboy boots and concert tees. Instead, Fruition's eye for early and influential hip-hop generation pieces has them hooking up with the style elite, from Jeremy Scott to Cassette Playa and MIA.

[ILLUSTRATION OMITTED]

When most people think of vintage, it's like grunge and indie rock. How would you trace the roots of the Fruition brand of vintage?

I always found it intriguing that the only interpretation of a contemporary vintage shop in the US was always that sort of '60s and '70s revivalist style; distressed leather and denim, usually dark and lacking a lot of vibrancy. There was clearly a lack of representation for what was happening when we were growing up-the building blocks of street fashion as we know it today, formulated in the '80s and '90s. We identified with the classics of this era; original garments from Dior, Ralph Lauren, Gucci, Nike, all of which [have inspired] the brands we couldn't always get in Las Vegas, like Supreme or Martin Margiela. …

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