H4LO

H4LO is built like a monochrome showroom, but it’s programmed like a small scene. The check-out counter doubles as a DJ booth, staff spin in-store, and the TV stays on music videos, so your shopping experience will really feel straight out of a 2000’s segment of MTV-something. They don’t represent one scene or one genre of fashion, but it’s close to an early-internet-core meeting point where different subcultures overlap because the same people are in them.

They host DJ events inside the store, run frequent pop-ups and takeovers, but out of the store they’re on the drift track — their cars branded. They show up at meets, and they’ve hosted car-related events at the store too. It works because in this world, music, cars, and clothes feed each other.

H4LO translates online-era tastes to real world participation and their stock mirrors this same cultural variety: Glo Gang, Prix Workshop, Asspizza, Yori, No Mass Prod and other names that feel like references. At first glance the store has a very clean aesthetic, but the racks appear to have been built by someone online in 2016 who never logged off.