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Danny Masterson to Open East Hollywood Boutique

Not a fashionista, oh no.Photo: Getty Images

It looks like That '70s Show's Danny Masterson isn't busy enough being a D.J., radio host, producer, and restaurateur — now he's looking to add boutique owner to his résumé. Teaming up with Ilaria Urbinati, former buyer for chic L.A. boutiques Milk and Satine, Masterson plans to open a shop called Confederacy, a high-end "mini–Fred Segal" in East Hollywood. Slated to open in August, Masterson said the store will cater to "the artists, the musicians, and actors … the people that we’re all friends with. It’s all the very cool, hip, high-end lines." Clothes will be an even split of menswear and womenswear from designers including Proenza Schouler, Zac Posen, Alexander Wang, Band of Outsiders, Thom Browne, Rag & Bone, and Jovovich Hawk.

Urbinato is Masterson's longtime friend and inspired him to open the store. "I really like fashion, but I’m not a fashionista by any means," Masterson explained at the Foals show at Bowery Ballroom on Tuesday night. "I just thought why should she be making all these other people money when she could be making the money herself? Yes, it’s going to make me money, but I actually don’t need money … In movie terms, Ilaria’s the director, and I’m the producer." Urbinati cooked up some nifty changing quarters. “Our dressing rooms are vintage telephone booths, and inside there’s 1920s candlestick telephones," she said. "You dial front desk to ask for your size so you never have to leave your dressing room." If that means no more embarrassingly padding about in our socks looking for another size, then we're all for it. —Fiona Byrne

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