Boston-based sneaker boutique Bodega brings its hide-and-seek retail to downtown L.A.

The faux-bodega facade of the recently opened Bodega sneaker boutique at the Row DTLA in downtown L.A. (Bodega)

 

Bodega bowed in Los Angeles last month, but you’re forgiven if you couldn’t tell because, like its Boston counterpart, the sneaker boutique at the Row DTLA is tucked out of sight, effectively camouflaged by a faux bodega storefront.

Co-founder Jay Gordon said that hiding Bodega behind a bodega was an effort to put the fun and discovery back in retail.

Once you do find your way into the 8,000-square-foot space, be prepared to spend a while; Bodega is known for its hip Japanese fashion-meets-U.S. streetwear approach to retail.

“We find cool new brands from around the world and mix them in with classic U.S. names,” Gordon said. Brands on hand range from the familiar (Adidas, Converse and Nike) to cult (Japanese apparel brand Minotaur and heavy-metal-inspired label Death Rites, among them) with many pieces selling out minutes after they’re unpacked. Prices range from $50 to $2,000. Upcoming reveals include the Nike Air Force 1 Foamposite Pro Cupsole sneaker ($180), which is scheduled to drop at the store on Friday.

Bodega at the Row DTLA, 1320 E. 7th St., Suite 150 (enter on Alameda Street), 11 a.m. to 7 p.m. Monday through Saturday and 11 a.m. to 6 p.m. Sunday.