Boohoo have announced plans to open a pop-up shop in LA’s Westwood Village from April 1st. This opening comes two years after Boohoo’s temporary shop in New York, however this is their first pop-up experience on the West Coast. The LA store will be a “pre-festival” shop, and will be open for 2 weeks in the run up to the iconic Coachella festival. Brands will include boohooBeach and boohooNight, and this expansion highlights the growing desire for brands to integrate themselves with thriving music culture. Brands such as Burberry and All Saints have proven the success of integrating fashion and music, and this is a smart move from Boohoo to position themselves within the Californian music scene.