WeHo’s Block Party Store Merges Brand with Undergear

UndergearThe Block Party, one of the major apparel retailers in West Hollywood’s Boystown that focuses on a gay clientele, has announced a partnership with a leading gay clothing brand.

Larry Block, owner of The Block Party, which is at 8853 Santa Monica Blvd. near Larrabee, said he will be the exclusive distributor of private label brands and products of Undergear, maker of men’s underwear, swimwear and casual wear.

Undergear, owned by Hanover Direct, incorporates apparel once sold by International Male, a company created in the 1970s that appealed directly to gay male buyers with a catalog that featured models such as Gregg Avedon, Reichen Lehmkuhl, Rusty Joiner and Scott King.

The Block Party will market under the Block Party/Undergear label. Block said he is scouting possible new locations in Los Angeles and may open an Undergear-only store in West Hollywood, one of several Undergear-only concept stores he is considering.