# 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.
- Title: Los Angeles Athleisure Brand Opens Chicago Flagship | Shortify
- Summary: Los Angeles activewear brand Set opens Chicago West Loop store with Midwest lake house design and local merchandise. Set's Chicago flagship blends Gen…
- Keywords: set, west loop, gen z, millennials, los angeles, midwest lake house, chicago, fulton market, lans, chicago retail, news, local
- Source: Chicago Sun-Times — https://chicago.suntimes.com/small-business/2026/09/18/los-angeles-athleisure-set-genz-millennials-west-loop-flagship
- Published: 2026-09-18T13:00:00+00:00
- Read time: 1 min
- Topics: set, west loop, gen z, millennials, los angeles, midwest lake house, chicago, fulton market, lans, chicago retail, news, local
## 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
## Key takeaway

Set's Chicago flagship blends Gen Z/millennial fashion with Chicago-specific retail experiences.