Stockroom will close Syren's current Beverly Boulevard retail location Aug. 31 and reopen a specially designed storefront located below the company's offices in the Silver Lake are of Los Angeles. Stockroom Marketing Director Allain Rochel told XBIZ that having the store onsite will open doors for the company's growth.
Rochel said Stockroom is bringing its custom-made latex specialty to the forefront with Syren Couture, an appointment-only service that will make the line a more vital player in the mainstream fashion world.
"The couture line is something that's always existed inside of Syren Latex," Rochel said. "Based on the beautiful designs coming out of it, and extensive studio services work that's already happening, we decided that [branding it] would be a better way to access what was already there."
Stockroom recently launched SyrenCouture.com, a nonadult website separate from Stockroom's that was designed to be appropriate for viewing at work, Rochel said. The new site will allow more mainstream companies to access the company's specialty services without worrying about adult association.
Rochel said the mainstream film, TV and music worlds already rely on Syren for specialty costumes, and its handmade apparel has appeared in such projects as "Batman Returns," "Ugly Betty" and music videos for Eve and Gwen Stefani.
Rochel also said people already travel to Stockroom for specific measurements, fittings and negotiations, so it made sense to bring Syren to Silver Lake.
“Syren Couture is a direct result of the many wonderful collaborations our design team has had with various film and video projects," Rochel said. "Not to mention the fact that this venture will provide a platform for our wildly talented designers to experiment with more nuanced fashion and haute couture designs.”
The new store also will feature the Syren University Carnal Knowledge Series sex-education program, with workshops hosted by "erotic experts" such as Nina Hartley, Midori and Violet Blue.