LOS ANGELES - In an effort to cater to its growing film-industry clientele, Stockroom will launch its Syren Couture line and close Syren Latex's present retail location on Aug. 31.
"We put a lot of energy into making Syren a more vital player in mainstream fashion," Marketing Director Allain Rochel said. "While we're committed to developing the current line, things will be shifting on the retail side of things."
Rochel said Syren Couture will provide studio services.
"Syren Couture is a direct result of the many wonderful collaborations our design team has had with various film and video projects. We see this as an excellent opportunity for outreach and to keep the Syren aesthetic true, even in mainstream media. 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."
After acquiring Syren Latex in 2006, Stockroom spent the remainder of the year refining the line, revamping its retail location and introducing the Syren University Carnal Knowledge Series, an alternative sex-education program.
The shift in direction is just another way of growing, Rochel pointed out.
"Syren Couture is merely an addition," he said. "Syren Latex will carry on as before, fulfilling the fetish-fashion needs of its loyal clientele via Syren.com."
Rochel said a new retail location for Syren is in the works.
"Construction has already begun on a brand-new retail store beneath Stockroom.com's stunning offices, where Syren, Stockroom, Daedalous and KinkLab wares will be available for perusal and purchase. Between Syren Couture and our own imminent retail venture closer to home, the Stockroom team couldn't be more pleased. We are all spinning with ideas at the prospect of having our retail outlet on site."
