A nameless store has opened in downtown Laguna, to be known only by its address, 225 Forest.
The doors opened for business without much fanfare at 10 a.m. July 3, in what entrepreneurs call a soft launch. The high-end store carries clothing designed and manufactured for Hurley International, headquartered in Costa Mesa, and Nike and Converse shoes. The premise is that modern surfers also love fashion, music and art.
“It is our only store,” Hurley spokeswoman Reenie Benzinger said.
Still, it is another clothing store on the Avenue, and Hurley had to convince Planning Commissioners that it would be sufficiently different to overcome City Hall’s aversion to shops that don’t add to the preferred “diversity” standards.