“I started finding that a lot of interesting academic psychic, explorer, and adventurous avatar-type of individuals seem to disappear,” Greg Armas says, describing his Spring/Summer 2016 ready-to-wear collection for Assembly. “The classic examples were Amelia Earhart and Maria Orsic.” We think both of those women would certainly approve of Assembly’s striking, utilitarian pieces. Brave of heart, mixed with a little intrigue, is a fitting mood for Greg, the founder and designer of Assembly. He was first a galleryist in Los Angeles before starting his first foray into retail, Scout, on Third Street in LA back in 2003. He made the move east to open Assembly New York in 2008, launched their namesake label in 2012, and this year, embraced the bicoastal lifestyle with a second location, Assembly Los Angeles.
This month we’re excited to be the exclusive retailer of three pieces from the SS16 collection. So we caught up with Greg to find out more about his approach to retail, his own personal style and the best place to get tacos in LA.
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ARE THE PRINCIPLES OF A RETAIL SPACE AND GALLERY SIMILAR FOR YOU AND YOUR APPROACH? We’ve always run the shops as galleries and built our relationships with clients and designers as such. This can be challenging, considering retail’s breakneck pace, so at times we opt for more of a slow fashion mindset.