Serials 【 Hip and Pop Souvenirs Found Around the World. ~California~] Vol. 5 Virgil Normal, the cultural center of Silver Lake.

We live in an age where we can buy almost anything on the Internet. That's why we can't help but be attracted to things that can only be bought in those places. ...... The "CITY WALK PROJECT" started by "ZOZOVILLA" focuses on hip cities and stores around the world and releases items that can only be found there. Items that could only be obtained by visiting the local area are now available at "ZOZOVILLA" for a special occasion only.

The city that will be the focus of the first edition is California. Under the title of "CALI WALK," items from eight local stores will be on sale. This time, we will introduce items from Virgil Normal, a store located in Silver Lake, Los Angeles.

Photo(ITEM)_Takeshi Kimura
Text_Marugoshi Kimura
Edit_Yosuke Ishii

In a city of small businesses, new values are being created.

Silver Lake is the city that attracts the most progressive sensibilities in the greater Los Angeles area.

There are many artists and creators here, both famous and unknown, and the locals are very conscious, with organic markets and vegan restaurants dotted around as a matter of course.

There are also many independent stores, all of them trying to constantly transmit new values rather than following trends.

In town is Virgil Normal, a store that opened in 2015 and has been a leader in Silver Lake for many years. If you follow fashion trends, you've heard of it.
 

virgin thermal
Address: 4157 Normal Ave, Los Angeles, CA 90029
Instagram: @virgilnormal

Inside the store, which resembles an artist's studio, you will find both original and selected items. None of the items are superficially designed, but each one has its own story and is extremely rich.

Virgil Normal is not just a store, but also a place where creative dialogue can take place through exhibitions of local artists' works and events. The cultural swell of Silver Lake often begins here.

Love cats, music and art. ...... Cultural products that are typical of Virgil Normal.

Virgil Normal" has developed its own unique world view without being tainted by commercialism.

Their keen sense and discernment are well known not only in the U.S. and Japan, but also in Paris and London. The store's carefully selected items are now being collected at "ZOZOVILLA. Let us introduce some of them.

Dream crew neck sweatshirt ¥19,000

We start with a thick crew-neck sweatshirt.

The three cats printed on the front are the actual pet cats owned by Charlie, who presides over "Virgil Normal. The expression of the silly cats heals not only the wearer but also those around them.

The text painted around it is a line from a song by the legendary band Suicide from New York.

Disco Hoodie ¥19,000

Next is a hoodie. This one has a super disco back print.

In fact, Charlie loves to play dance songs, and to bring that into the design, he commissioned Keenan Shur, a Los Angeles resident and master illustrator. His specialty, glowing designs, are decorated and glitzy.

The faded body is also nice.

Dance is tee ¥10,000

This T-shirt was designed and inspired by Ed Ruscha, a Los Angeles-based artist of nearly 60 years.

Ed is known for drawing lyrical words, and these words are dropped into the design as if spelled out in ribbon. The print is silkscreened.

Sad lands is tee ¥10,000

Sad lands, which is also in the name of the product, is a park near Disneyland in Anaheim that was built to resemble the moon. Because it is the moon, of course there is a crater, but it has gained popularity as the perfect park for skateboarders.

And this long T represents that park. Because it is a print of a place known only to those in the know, it is impressive when people who know about it see it. Putting aside the design, prints are a powerful communication tool.

TOTE BAG ¥8,300

The last one is a large, sturdy campus tote. The handles are also strong and sturdy.

How big is it? "Enough to carry at least two hours worth of records," Charlie said. In short, it can hold a lot. The horizontal silhouette makes it easy to get things in and out, making it an excellent grocery bag.

Fashion around the world is becoming more and more homogenized, but "Virgil Normal" has always stood out from the crowd. It is difficult to "be unique," but if you put on the clothes of "Virgil Normal," you may be able to get a little closer to that goal.