Industry Weekly


Las Vegas boutique Feature creates an inclusive atmosphere

Ajay Bouri and EJ Luera at Feature.
Photo: Mona Shield Payne

There’s something about Feature that separates it from the droves of luxury streetwear boutiques on the West Coast. Maybe it’s that the brand doesn’t solely identify itself with streetwear. Whatever you call it—a luxury boutique, a lifestyle brand, a designer sneaker store—Feature is blazing its own trail in the fashion world.

Ajay Bouri and EJ Luera opened Feature in Chinatown in 2010—along with partners DJ Ikon and Keith Iavazzi—and since then the store has gone from carrying basics to stocking high-end cult favorites like Japanese brands Visvim and Comme de Garçons Play, and Off-White, the rebellious Milan-based fashion brand from Kanye West’s creative director, Virgil Abloh.

Despite the luxury labels, Feature isn’t about keeping people out, but welcoming them in. “So many people [come] in and out of Vegas—celebrities and higher-end clientele. We’re trying to keep the culture in Vegas and get away from that exclusion-type mentality, which Vegas is known for,” Luera says. At Feature, “you’re not going to find a snobby boutique; you’re not going to get people who won’t help you.”

Perhaps that’s because just seven years ago, Feature was literally a mom-and-pop shop. “My wife was in here with my newborn, ringing people up and shipping [product],” Luera says.

Today, the boutique has gone through more than five remodels and one expansion. In 2014, the guys added their iconic “shoe tunnel” display, currently loaded with Adidas’ Raf Simons and Rick Owens collabs along with Vans, New Balance, Asics and more. Another edition, the two-story back room, includes hard-to-find brands like Mr. Completely and Human Made.

Feature will really turn up the dial for this month’s MAGIC trade show, pairing up with photo collective Team Cozy for a Downtown walk on February 19 and co-sponsoring a Hyde Bellagio party with Georgia rapper MadeinTYO two days later. Feature at 3735 W. Spring Mountain Road #205, 702-463-3322. Feature & Represent present MadeinTYO at Hyde Bellagio, February 21.

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Leslie Ventura is a staff writer at Las Vegas Weekly and Industry Weekly. She’s picked the brains of rock stars ...

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