By Danielle Directo-Meston
Photos by Sara Norris
Meet Bonobos, the menswear store that provides shoppers with ice-cold beers from Stone Brewery when they walk in, and then sends them packing sans baggage. Now open at Westfield UTC, the e-tailer's minimalist-hip Guideshop reinvents traditional retail therapy.
"Shopping should be fun," says Ron Thurston, Director of Retail for Bonobos, which operates 12 U.S. showrooms, including three in California. "And as long as you've got a beer in your hand, you'll be in the store for as long as it takes to finish it."
At Bonobos' newest brick-and-mortar location, located by UTC's second-floor food courts, guys can browse and try on casual chinos, beach-ready blazers, sleek shirts stylish suits and more, all with the help of a personal stylist.
After the one-on-one styling sesh, shoppers place an order in-store (or later online), and then leave empty-handed. In a few days, a box of well-fitting clothing arrives straight to their door. Shipping is free, even for returns, which are accepted for up to one year.
To show SD gents how to dress for the season the Bonobos way, Vice President of Design Dwight Fenton styled PacificSD model Christian in four Cali-cool looks from the brand's Spring 2015 line.
Phasing out a winter wardrobe can be tricky when coastal breezes still mean sweater weather, says Fenton. A Hawaiian floral print over a crisp collared shirt and shorts is an effortlessly cool way to stay warm when the temp drops at night.
Tapping into spring's tonal trend, Fenton styled Bonobos' lightweight-cotton linen v-neck sweater with a travel jean, which adds a rugged-yet-finished touch to the look. The brand's versatile denim offers "a hint of stretch," Fenton says, making it a cinch to wear a new pair without breaking them in first.
Casual dressers can step up their spring wedding guest game in Bonobos' cotton navy herringbone suit, which pairs well with dress shoes or slip-ons. "Menswear, as a whole, is taking a more casual approach to dressing now more than ever, especially with suiting," Fenton says. "[This look] isn't nearly as formal as a classic black tux, [and the light fabric] makes it breathable and easy to wear all night long."
4545 La Jolla Village Dr., UTC