Concept Store, Beverly Hills

LOS ANGELES, CA: Michael and Sara Dovan, founders of the TRAFFIC Los Angeles stores, have partnered with Triluxe, the North American distributors of Sand and designers Lene and Soren Sand to create an impressive 2,500 square foot showcase for this designed-in-Copenhagen lifestyle brand. Fusing modern Scandinavian silhouettes with Italian sartorial elements, SAND delivers a provocative elegance.

“Los Angeles shoppers got their first taste of Sand at our Traffic stores when we launched the brand in 2008,” said Michael Dovan. “From the outset, the response has been so strong that we decided to bring the full lifestyle collection for men and women by building a Sand flagship store right here on Sunset Plaza.”

Sand is a true global brand and recently celebrated its 30th anniversary. It is now available in more than 32 countries on six continents at some of the most prestigious stores around the world such as Harvey Nichols, Saks Fifth Avenue, Bloomingdales, Nordström, Harry Rosen in Canada and TSUM Moscow.

Driven by passion, creativity and innovation, SAND is best known for impeccable quality and design. The collection features finely constructed tailoring and sportswear with signature details and a precise fit. The full ready-to-wear offering for men and women is complemented by an accessories collection that includes scarves, footwear and belts.

“We’re thrilled to expand our relationship with our North American partners at Triluxe Apparel Group and Traffic Los Angeles,” says Creative Director and CEO Soren Sand. “Through this joint venture, we will be able to significantly grow our brand in North America – which we see as a very exciting opportunity for our future growth globally. Our inspiration is to create favorite pieces of clothing that are elegant and approachable.” SAND is redefining affordable luxury for the modern LA lifestyle.


The design of the Danish Fashion house SAND started in the 80 ́s and grew into an international fashion brand. Cool Scandinavian silhouettes combined with southern European charm maintain its provocative, sophisticated focus – SAND creates clothes for the way modern world citizens think, work and live.
Both Soren and Lene Sand are deeply involved in all aspects of the brand, from design to marketing. They are known for their fashion shows and iconic ad campaigns. SAND’s past campaigns include the work of legendary photographer Helmut Newton and singer/photographer Bryan Adams.


Triluxe Apparel Group was founded in 2000 by business partners Al Israel, Dennis Sartori and Rian Gardiner. The company is best known for scouting emerging brands and bringing them to the North American market, and Al Israel built the Giorgio Armani and Valentino brands into a significant business 25 years ago, and now he has done the same with SAND.
In 2006, Triluxe and SAND met for the first time discussing the launch of SAND in North America, and the collection is now carried at more than 180 of the top retailers across North America.


Los Angeles The fashion forward boutique, TRAFFIC Los Angeles, started out in the late 70’s as a single Hollywood Blvd location. Since then, it has grown to become one of the most popular destination retailers among designers, top stylists and celebrities alike.

Today, in addition to the SAND store on Sunset Plaza, Traffic Los Angeles operates separate men’s and women’s stores in the Beverly Center, featuring contemporary designer collections such as Alexander McQueen, D Squared, Dolce & Gabbana, Givenchy, Isabel Marrant, Jill Sander, Kris Van Assche, Paul Smith, Victor & Rolf, Vivienne Westwood, in addition to the SAND collections.