If Tumblr had a store, this would be it.” That’s how Fruition co-founder Samantha Jo Alonso describes her streetstyle boutique that opened in the University District a decade ago.
Back in 2005, Alonso and her partner Chris Julian (who later helped open LeBron James’ Miami-based boutique UNKNWN) set out to inspire the world, combining their collective eye for slick streetwear and vintage-focused threads with the desire to foster growth in Las Vegas. With the passion of its founders, spectacular customer service and savvy marketing, Fruition is still thriving 10 years later.
“We live in a digital age where kids aren’t even coming in to retail stores to buy product because they can buy it all online,” Alonso says. “They have access to absolutely everything.” Fruition’s business model has had to evolve to keep in line with its mission: to create an experience that would inspire Las Vegans to live their dreams. Images of streetstyle influencers, bloggers, musicians and colorful textures hang from every garment in the minimalist space, giving shoppers a real-life link to the inspiration behind the clothing. “It connects what [customers are] used to now,” Alonso says, mentioning Instagram and Tumblr feeds as retail destinations. Fruition can give customers a similar feeling of double-tapping or liking items on a screen.
The staff enhances the interaction with each garment, from Balenciaga sweatshirts and vintage Def Leppard tees to camouflage Yeezy Season 1 jackets and recontextualized Levi’s. “For us, it’s always been about relationships and being able to celebrate individuality. We want fashion to be cool and accessible, loving and friendly, encouraging and all of the above,” Alonso says. “That’s just who we are as people.” Fruition, 4139 S. Maryland Parkway, 702-796-4139; Monday-Saturday 11 a.m.-7 p.m.