No dress code was necessary for admittance to the Somar Hunk Boot Pop-Up store in Los Angeles, but somehow, someway, everyone came dressed like they were going to a funeral. The line stretching around the corner of The 3110 Gallery in Silver Lake consisted of young adults wearing nothing but black and their sister shades. These “Somarians,” as the label calls them, awaited the release of an exclusive pair of boots from the LA-based brand Somar. This is the first pop-up shop event from the niche collective, but the waves they made that day in the heart of Silver Lake were felt across the city.
The black blob surrounding the building was easy to blend into with plenty of friendly people waiting in line and chatting amongst themselves. One of the most underrated parts of events like these is the opportunity to connect with like-minded people. Not unlike a concert or a sporting event, everyone in attendance was there for one specific reason. Clothing is an inherently expressive medium, making events like this a chance to showcase your style and bond with others who will appreciate it in the same way you do.
In line were various looks that embodied the brand’s ethos. Video game t-shirts, button-ups, selvedge denim, platform boots, all of these things, in some way or another, have influenced and become staple styles for Somar. Their fanbase naturally adapted to this aesthetic, embracing it as an extension of Somar’s identity. In fact, it’s not unreasonable to suggest that the label is redefining what a “gamer” can look like. This was evident in the store’s industrial, military-inspired interior.
Stepping inside felt like entering a video game rest area, where merchants gather to offer supplies before the next mission. Displaying the various garments were knee-high pallets painted black. Toward the back was a fitting room for people to try on the hefty helping of clothes available for purchase. On the other side of the store, contrasted against a white wall adorned with a series of framed video game posters, was the pièce de résistance, the Hunk Boots.
Based on the Guidi 20 Trekking Boot and the Carol Cristian Poell Pirate Clasp Boot, this particular design is characterized by its rough suede upper and custom silver clasp enclosure. The rugged yet refined aesthetic bridges the gap between avant-garde footwear and everyday wearability.
The boots were available to try on in person, and staff made themselves available for anyone who wanted to inquire about sizing. Amongst them, of course, was the label’s creator, 27-year-old Owen Hyatt. After trying on the boots ourselves, we managed to slip away from the bustling crowd for a moment to speak with Hyatt directly.
Designer would usually be the title preceding his name, but Hyatt is hesitant to use such a term when referring to himself. In his eyes, Hyatt’s title falls closer to being something of a clothing connoisseur or even curator than a seasoned designer. “I’m not fashion classically trained, I know what I like and I build the brand around that,” he said. Hyatt added that he didn’t even get into fashion until he was in his late teens. It’s through this fashion-maverick lens that Somar’s distinctive creativity comes to the forefront of its identity.
Hyatt is a man of many interests; his social media presence is very indicative of this fact. His YouTube videos and Instagram reels often highlight his love of video games, movies, comics, music and archive fashion. Each of these interests has found a way to integrate itself into the studio in some meaningful way, and the Hunk Boots are no different. In fact, the “Hunk” in the name is a tribute to a character from the Resident Evil series of video games.
However, Hyatt’s creative process goes beyond just not-so-subtle references. In many cases, Hyatt’s interests are often demonstrated through the various reference pieces lifted for his drops. In theory, it’s a semi-unorthodox approach to product creation, but in practice, it has shaped Hyatt’s authentic sensibilities.
One way of looking at Somar could be in terms of wish fulfillment. For Hyatt in particular, it’s the chance to reimagine something you enjoy and make it that much better. It’s like an infinite sandbox on display for anyone to see. Hyatt himself thinks as much.
“If something really resonates with me, and I wear it a lot and I’m like ‘Damn I wish this detail was different’ or ‘I wish it was in this material’ or ‘I wish it had this fit on it’ then I’ll put my twist on it and sample it,” he said.
While this isn’t necessarily a rare concept, it’s refreshing to see an artist who isn’t afraid to share their inspirations so candidly. Aside from creative integrity, Hyatt’s motivations are more selfless than many would first consider. He cited accessibility as the motivating factor for why repurposing and remaking pieces became an iconic fixture of the brand.
A lot of the reference pieces used by Somar generally aren’t available to the public, whether that be due to scarcity or cost. With that in mind, Somar is a unique opportunity to make these garments available for a wider audience. It’s also a way for more people to learn about fashion and appreciate something they perhaps wouldn’t have otherwise.
“I want to be able to put the Somar twist on it and then also make it as affordable as possible for people that appreciate the brand…I’m never trying to price somebody out,” said Hyatt.
In the past, the “Somar Twist,” as Hyatt put it, has manifested in a multitude of different ways between each product launch. Some can be self-referential, while others are as simple as a change in material. The Hunk Boot in particular was a chance to reimagine how the brand wants to produce footwear and serve as a subtle callback to the Somar Grunt Boot, a previous product many have wanted to see make a return. In any case, it’s a testament to Hyatt’s transparency and desire to invite people into the creative process of maintaining and curating a brand identity.
With more events planned and production set to double this year, the average “Somarian” could soon become a permanent fixture in LA’s fashion zeitgeist. Let’s face it, if you can convince a large group of twenty-somethings dressed in all black to wait in the Southern California sun just to get the chance to purchase a pair of boots, you must have something really worth the hype.
Turn off the Bright Lights 