For 50 years, the iconic yellow and red of Tower Records was a familiar sight on LA‘s Sunset Boulevard. It was where David Bowie got his imported vinyl, where Dave Grohl worked pre-Nirvana, and what inspired the cult 90s movie Empire Records. But since the sprawling, late-night institution closed its doors back in 2006, the space has sat dormant, a relic. Until now. With an altogether different iconic red logo adorning the building, Supreme has moved in, relocating its West Coast flagship from Fairfax Ave to the Strip.
The new store boasts 8500 square feet of space, a floating skate bowl and a number of installations — including a race car — from artist collaborators like Mark Gonzales, Nate Lowman and Fuck This Life. To celebrate this new addition to the already rich history of skate culture in Los Angeles, we sent photographer Michael Rodriguez along to meet the store staff and pro skaters in attendance on opening day.
Troy Gipson
What do you do? Skateboard. What’s your favourite thing about the new Supreme store? The bowl is super cool and I really like the Gonz racecar. What’s one item in store that’s currently on your wish list? The one I’m wearing right now. Got any memories tied to this location? Not specifically, but I love music so I appreciate the history of it. It’s cool that they moved to a place with a story. When it comes to skating, what sets LA apart from other cities? It’s so much easier to skate here; way more relaxed. What song do you have on repeat right now? “Helpless” by NRG. @tgip_
Javier Nunez, 41
What do you do? I represent Supreme. What’s your favourite thing about the new Supreme store? Everything. Got any memories tied to this location, once home to the legendary Tower Records flagship? Learning how to skate the bowl. When it comes to skating, what sets LA apart from other cities? LA were the originators of skateboard culture, so this is the Mecca. What song do you have on repeat right now? My brother Nas, “Recession Proof”. @javi__javs
Nik Stain, 32
What do you do? I’m a skateboarder. What’s your favourite thing about the new Supreme store? The bowl is pretty nice. When it comes to skating, what sets L.A. apart from other cities? It’s just nice to come here for the different weather. That’s the main thing, you can always dip out from New York. What song do you have on repeat right now? Ghostface Killah, “Mighty Healthy”. @vadimovichh
Kader, 20
What do you do? I’m a skater. What’s your favourite thing about the new Supreme store? The bowl, for sure. What’s one item in store that’s currently on your wish list? The Gonz car, I’d definitely take that. When it comes to skating, what sets LA apart from other cities? The amount of skaters that are here is fucking insane. There’s hundreds of thousands of them out here. It’s crazy. What song do you have on repeat right now? “Metro Spider”, Young Thug. @laterkader
Rowan Zorilla, 27
What do you do? I skate. What’s your favourite thing about the new Supreme store? The bowl. 100%. What’s one item in store that’s currently on your wish list? Can I get the bowl? Or a piece of Dave’s wallpaper? Got any memories tied to this location, once home to the legendary Tower Records flagship? No, I think I’m too young and never lived on this side of town. But the list of people who probably bought records here is out of control. Like, Prince probably bought records here. When it comes to skating, what sets LA apart from other cities? Weather. Hills. Cracked sidewalks. What song do you have on repeat right now? “Outside”, Yeat and Young Thug. @rowan.zorilla
Sage Elsesser
What do you do? Skate, make music. What’s your favourite thing about the new Supreme store? The Weirdo Dave collage. What’s one item in store that’s currently on your wish list? The shearling jacket from the new collection. Got any memories tied to this location, once home to the legendary Tower Records flagship? There was a place across the street I remember called Aaahs that sold sex toys. It always attracted all the kids. When it comes to skating, what sets LA apart from other cities? The schoolyards. What song do you have on repeat right now? “Jesse”, Dijon. @sageelsesser
Carter, 31
What do you do? I work at the LA store, and now specifically the new Sunset location. I work with a few other people producing photoshoots and video and things like that. What’s your favourite thing about the new Supreme store? Honestly, the view. It has great windows and an open air kind of feel to it. It’s just a great space. What’s one item in store that’s currently on your wish list? What isn’t on the wish list though? The Abbots Field hat. It’s such a classic. Also the shop tee, with the new location on the back. When it comes to skating, what sets LA apart from other cities? You can skate all year round in the same spot. The weather really sets LA apart from everywhere. It’s the birthplace and intertwined with the beginning of skating and surfing, you know? Got any memories tied to this location? I wasn’t around when it was open, but I always thought it was a cool space. Corner of Holloway and Sunset, great view, but always empty… until now. What song do you have on repeat right now? “Nike Socks”, SahBabii. @westonecarter
Jeff, 44
What do you do? I’m a store clerk. Been here for 19 years. What’s your favourite thing about the new Supreme store? The size, the glass, the location at Tower Records. Aesthetically, I really love that we’ve got Dave’s artwork over here, and Nate Lowman’s. I also love that we floated this entire bowl. What’s one item in store that’s currently on your wish list? I’m wearing it — the Umbro jacket. Got any memories tied to this location? I mean, when I was a kid I used to come up here and go to the shows. I had only been in Tower one time before it shut down when I was super young. Just driving by it was always the classic Tower Records spot, going up to the Whiskey and the Roxy, the Key Club and Viper Room. All the shows I’d go to were all right here, so we would always pass Tower. When it comes to skating, what sets LA apart from other cities? We got the schoolyards. And we got the best skaters in the world! What song do you have on repeat right now? Sanguisugabogg! Cortland put me onto that one. I learn about all my music now from Cortland, Jion, Lucas and Bobby. @jeffkutter
Kris
What do you do? I skateboard. What’s your favourite thing about the new Supreme store? It looks so dope! It’s a good location. And the Gonz statue. What’s one item in store that’s currently on your wish list? The neon boxers. Got any memories tied to this location, once home to the legendary Tower Records flagship? The history speaks for itself. What song do you have on repeat right now? “Bad” by Chief Keef and “The Chase, Part II” by A Tribe Called Quest.
Aidan
What do you do? I skateboard for a living. What’s your favourite thing about the new Supreme store? The size, and Dave’s wall. What’s one item in store that’s currently on your wish list? I need a new backpack, so probably that. Got any memories tied to this location? It’s just home to me — I grew up here. What song do you have on repeat right now? I’ve been listening to a lot of Burt Bacharach, because he just died. @aidanmackey1
Fuck This Life
What do you do? Artwork with my friends. What’s your favourite thing about the new Supreme store? Friends coming together to defeat a common enemy. What’s currently on your wish list? A hug from the staff. Got any memories tied to this location? Not memories but the future is wide open, so there are mad memories to make. When it comes to skating, what sets LA apart from other cities? The toughest, the cutest and the sexiest. What song do you have on repeat right now? “It’s Only Make Believe”, Conway Twitty.
Seven Strong
What do you do? I skateboard. What’s your favourite thing about the new Supreme store? The car in the middle of it. What’s one item in store that’s currently on your wish list? That leather jacket that Troy has on. Got any memories tied to this location, once home to the legendary Tower Records flagship? Before moving to New York and getting on Supreme, I was over here all the time skating around with Michael and we were filming a bunch. Full circle. When it comes to skating, what sets LA apart from other cities? Just having space to skate and chill — in New York it’s all so fast paced and you have to go spot to spot. What song do you have on repeat right now? I’m listening to a lot of Lauryn Hill and Salem.
Sully
What do you do? I skateboard. What’s your favourite thing about the new Supreme store? The bowl. What’s one item in store that’s currently on your wish list? The Gonz sculpture. What song do you have on repeat right now? “I’m Insane”, Dinosaur Jr.
Credits
Photography Michael Rodriguez