What is it that makes your favorite t-shirt or sweatpants that perfect pair? Unlike couture or more tailored clothing, when it comes to these beloved basics the perfect fit is something of a mystery. But we know it when we feel it.
Emily Current and Meritt Elliott are best friends, co-founders and co-CEO’s of THE GREAT. Somehow, these two have mastered the mystery and reproduced the feeling of our favorite vintage Ts and ex-boyfriend’s sweats in pieces we just can’t take off. (Seriously, though.)
Just last month, THE GREAT. opened their second location on one of our favorite streets in the city, Abbot Kinney in Venice.
Inside the historic bungalow they now call a second home, the brand comes to life with an irresistible combination of cozy basics like plant-dyed sweatshirts and cool girl statement pieces from leopard coats to prairie dresses. They also offer a curation of local Venice artisans like Lucy Michel (read more) and Earth + Element (meet the artist) in the home’s charming kitchen which has been left intact.
We caught up with Emily and Meritt to see how they’re enjoying the new neighborhood and to learn more about what’s next for their budding brand. According to Women’s Wear Daily, that includes 12 to 15 new retail stores over the next two years!
Names: Emily Current and Meritt Elliott co-founders and co-CEO’s of THE GREAT.
We’re celebrating…our new THE GREAT. store on Abbot Kinney in Venice, our second brick-and-mortar shop in one of our favorite locations.
3 best Abbot Kinney neighbors: Aesop, Birkenstock, and the newly opened Den Mother!
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Best and worst part of working with your BFF: The best part about working with a best-friend is that we have a partner to share everything with — the highs and the lows — whether it’s riffing, creating, design, hunting for vintage, celebrating a new store or career milestone, or supporting each other through disappointment, we are always “in it” together.
Our experience is unique in that we really have had no “worst” parts of working together — it’s all we’ve ever known, and our partnership is so integral to our success.
Trend you are loving: Casual holiday knitwear with familiar motifs and classic prints —from relaxed bottoms and dresses in festive plaid to vintage winter florals on silk tops and skirts.
Trend you’re ready to see go: sacrificing comfort for style!
Let’s talk about the artisans featured at the new store! We were dedicated to honoring the neighborhood’s creative spirit by highlighting independent local artists, the store’s third-party assortment debuts ceramics from Amanda Hummes, Ariel Clute, Riley de Encio of Curated Casita, Elizabeth Di Prinzio of Earth + Element, Ivy Weinglass and Lucy Michel; candles crafted by Root Candles and Good + Well Supply Co; apothecary treasures sourced from Bison Star, Lulu Organics, Plantfolk Apothecary, and Natural Magick Shop.
Biggest lesson we’ve learned in ’20-21: To cherish in-person moments together and treasure time spent with family and friends, and to not be afraid to take big risks + leaps of faith — life is short!
favorite vintage pieces/projects currently?We are always collecting vintage Mickey Mouse sweatshirts and tees, American-made Converse and vintage embroidered hankies for design inspiration. We cant get enough!
which neighborhoods will see the great next? Studio City is up next!