Popping Up: Digital Gravel
There's nothing more hilarious than great disparities between a brand's online and offline presences: witness the bespoke suit shop with 200 MySpace friends, or websites so flashy you almost forget they're selling mulch. For a store in lock-step with a site, check out Digital Gravel's pop-up store.Digital Gravel's an under-the-radar upscale-casual gear e-tailor whose temporary brick-and-mortar's in a tiny, loft-style showroom on the less-trafficked end of Figueroa, marked only by a decoy marquee, with the real entrance being a nondescript side street door you'd expect to hide a mahjong parlor. As with the e-store, stock rotates daily, starting with holiday gifts, e.g.: collectible plastic toys of The Hundreds' bomb logo, supersized B&W graffiti calendars, Incase laptop bags, and a Scumlife skateboard deck sporting a rabid green pit bull with monster claws, for when ordinary rabid pitbulls no longer bring the scary. As for clothes, the shop's jammed with everything from Upper Playground Lincoln-as-Obama tees, to four-pocket, dual-layered Ludwig hoodies, to bespoke suits with cloth detailing woven from discarded cassette tapes -- so Kriss Kross lives again, in your closet. As for popping down: the store's set to close on January 15, two weeks into your resolution to get your web presence in closer lock-step with your self, by getting that suit shop to take down those MySpace shots of you giggling as you're being fitted.