From Chicago Sun-Times · · 1m 50s
Los Angeles Athleisure Brand Opens Chicago Flagship
Los Angeles activewear brand Set opens Chicago West Loop store with Midwest lake house design and local merchandise.
In brief
Los Angeles activewear brand Set opens Chicago West Loop store with Midwest lake house design and local merchandise. Set's Chicago flagship blends Gen Z/millennial fashion with Chicago-specific retail experiences. Originally reported by Chicago Sun-Times.
Set Opens Chicago Flagship
Los Angeles athleisure brand Set opens its third brick-and-mortar store in Chicago's West Loop neighborhood.
“Set has done tremendously well as a direct-to-consumer brand”
Chicago-Themed Merchandise
The store features limited edition Chicago merchandise including patches and World Champion hoodies.
“Set also sells Chicago-specific merchandise, including sweatshirts, sweatpants and hats”
Customer-Centric Design
The 1,138-square-foot store includes a living room with couch, drinks, and hook-and-ring toss games for shoppers.
“We want her to walk in and immediately feel seen and understood”
Chicago Retail Boom
Fulton Market, where Set opened, saw 4.1% year-over-year foot traffic growth and ranks as Chicago's second most-frequented retail corridor.
“Fulton Market was the second most-frequented Chicago retail corridor last year”
West Loop Growth
The West Loop neighborhood has seen increased retail activity, with 4.1% year-over-year foot traffic growth in 2025.
“From 2020 to 2025, the West Loop ranked third in number of issued limited business licenses”
Brand Strategy Shift
Set shifted from a brand-centric to customer-centric approach for its Chicago store, focusing on local Chicago shoppers.
“Rather than think about it from almost a brand-centric view, we wanted to think of it from a customer-centric view”
Chicago Expansion
Set opened its first Midwest location in Chicago after LA and New York stores, targeting where its customers live and work.
“When we look at expansion, we look at where is our girl, where does she live and where does she work”
Local Community Focus
Set's community-driven approach includes meeting customers where they are, with Chicago-specific retail experiences.
“Set has always been a community-driven brand, and part of that for us means meeting our community where they're at”
Chicago Retail Trend
Fulton Market has become a hotspot for retailers, with Reformation expanding its Chicago presence and Rick Owens planning a flagship store.
“Reformation expanded its Chicago presence with a Fulton Market store”
Chicago Retail Data
Chicago's West Loop ranked third in limited business licenses issued from 2020 to 2025, indicating strong retail growth.
“From 2020 to 2025, the West Loop ranked third in number of issued limited business licenses”
Chicago Sports Nods
The store design includes nods to Chicago sports teams and features a 'lived-in living room' space for shoppers.
“The store is designed to feel like a Midwest lake house with a 'lived-in living room'”
First 100 Customers
The first 100 customers received custom Lands' End totebags with Garrett Popcorn.
“The first 100 customers received custom Lands' End totebags with Garrett Popcorn”
Chicago Market Strategy
Set's Chicago store targets Gen Z and millennial shoppers with local experiences and merchandise.
“Set has always been a community-driven brand, and part of that for us means meeting our community where they're at”
What it means
Set's Chicago flagship blends Gen Z/millennial fashion with Chicago-specific retail experiences.
