Are you a sneakerhead always on the hunt for the latest limited-edition drop? A hypebeast with your finger on the pulse of what‘s cool in fashion? Or maybe you‘re just getting into streetwear and need a reliable plug for authentic, hard-to-find pieces. If any of that sounds like you, let me introduce you to your new favorite store: Feature.
What is Feature?
Launched in 2010 by Ajay Bouri and Ej Luera, Feature is a multi-brand sneaker and streetwear retailer known for carrying the most sought-after footwear, apparel, and accessories from both established sportswear giants and up-and-coming indie labels. The name of the game is curation—every single item is hand-selected by the owners and buyers for its quality, unique design, and cultural relevance.
Feature started as a small boutique in Las Vegas‘ Chinatown neighborhood and has since grown into a retail empire with two more locations in Vegas and Calabasas, a booming online business, and over 315k loyal Instagram followers. The brand has earned major clout for its exclusive collaborations, immersive shopping experience, and plugged-in take on style that blends high fashion and streetwear.
Over the years, Feature has brought together an impressive roster of brands including:
- Nike
- Adidas
- Jordan
- Off-White
- Stüssy
- Comme des Garçons PLAY
- Cactus Plant Flea Market
- Aimé Leon Dore
- Fear of God
- Carhartt WIP
- And many more
Whether you‘re looking for limited-edition sneakers, graphic tees, or designer accessories, chances are Feature will not only have it, but Feature will have it first. So how did this indie shop become the ultimate destination for hypebeasts and sneakerheads? I had to find out for myself.
The Feature Shopping Experience
I‘ve been shopping at Feature since the early days of its online store, and have had the chance to visit all three retail locations over the years. So I can say from experience: this brand really knows how to create an immersive, memorable shopping experience for its customers.
Online, the Feature site goes way beyond your typical grid of thumbnail product pics. It feels more like flipping through a high-end fashion magazine or scrolling a celebrity‘s IG feed. The visuals are bold and arresting, with styled editorial shoots, close-up detail shots, and even short films showcasing the latest launches. Blog posts and interviews dive deep into the stories and creative process behind each collab.
It‘s all meant to communicate Feature‘s distinct point of view on style and give you a strong sense of whether a given piece fits your personal aesthetic. And of course, everything is shoppable—you can click through to instantly add the look to your cart.
The brick-and-mortar locations take that approach and translated it into a physical space that feels more like an art gallery or underground club than a clothing store. Think moody lighting, graffitied walls, thumping music, and a staff of ridiculously cool, knowledgeable sneakerheads ready to offer shopping tips and talk shop.
The OG Chinatown shop has a gritty, DIY charm that stays true to Feature‘s roots, while the Wynn location is polished and sleek to match the upscale resort vibe. Calabasas has a laid-back, beachy feel to cater to the LA crowd. But no matter which outpost you hit, expect a tightly curated, constantly refreshed inventory and some serious eye candy in terms of decor and merch display.
Feature Bestsellers
So what are the actual goods on offer at Feature? The store‘s selection is constantly changing, with new drops happening every week. But these key pieces have emerged as clear customer favorites:
Nike x Off-White Air Rubber Dunk "University Blue"
One of the most hyped sneakers of 2020, this Virgil Abloh-designed take on the classic Dunk silhouette sold out instantly on Nike SNKRS. But Feature was one of a handful of retailers to receive stock—and even a year later, it‘s still available in a full size run for $1,017. The bright blue and neon orange colorway and exaggerated, technical details are pure Off-White.
Fear of God Essentials Sweatpants
Designer Jerry Lorenzo‘s Essentials line takes the same preoccupation with quality, fit, and texture as his main Fear of God label, but makes it a bit more accessible and wearable for everyday. These cozy sweatpants, done in a versatile olive green with a subtle logo print, have been a Feature mainstay for years. Pick them up for $130.
Comme des Garçons PLAY Converse Chuck 70 High Top
A classic example of the magic that happens when a storied fashion house puts its spin on an iconic footwear silhouette. This is the shoe that catapulted Comme des Garçons PLAY to mainstream popularity back in 2009 and remains a favorite today. The crisp white canvas high top gets a cheeky upgrade with CDG‘s signature bug-eyed heart logo. Feature has sizes 4-13 for $150.
Cactus Plant Flea Market x Nike Swarovski Crewneck
Another long-term relationship for Feature, Cactee‘s collab output with Nike always delivers on hype, quirk, and collectibility. This cozy gray crewneck is studded with Swarovski crystals that form a smiley face and "Just Do It" graphic. At $300, it‘s a fun, easier-to-wear alternative to many of CPFM‘s trippier tie-dye tees.
Feature Patchwork Corduroy Jacket
It‘s not all collabs—Feature also designs and manufactures its own in-house line, which has developed a devoted following for its quality construction and eye-catching details. This color-blocked corduroy trucker jacket is the definition of a statement piece. Oversized fit, lots of pockets, and bold purple, teal, and mustard tones make it the rare vintage-inspired piece that still feels super fresh. Get it for $285.
How Feature Stacks Up to the Competition
Of course, Feature isn‘t the only game in town when it comes to this specialty fashion niche. Shoppers looking for rare sneakers and emerging streetwear also frequent spots like NY‘s Kith, LA‘s Undefeated, and Miami‘s Alumni. So how does Feature compare?
In my experience, a few key factors set Feature apart:
- Selection: Many other sneaker boutiques focus almost exclusively on the big athletic brands like Nike and Adidas. Which is great, but I love that Feature makes an effort to champion more under-the-radar and emerging labels too, whether that‘s a Japanese denim brand or a small NYC jewelry designer.
The buyers really have their ears to the ground and bring that knowledge to the shop floor with picks that feel ahead of the curve. Plus, thanks to the owners‘ longstanding industry relationships, Feature is often able to secure highly limited styles and colorways you won‘t find elsewhere.
- Price: Let‘s be real, the cutting-edge fashion Feature specializes in does not come cheap. Expect to see price tags of $500+ on sneakers and $200+ on tees and hoodies. That‘s simply the cost of doing business for small-batch, high-demand goods made with premium materials and construction. The resale value on many of these items climbs even higher!
I will say that in my comparison shopping, Feature‘s prices do consistently come in a bit lower than other boutiques‘. For example, a pair of Nike x Sacai LDV Waffle sneakers is $585 at Feature vs. $640 at Kith. It‘s not a huge difference, but it can add up if you‘re a frequent shopper. Feature also runs great sales a few times a year, with markdowns up to 70% off.
- Customer service: In my book, Feature‘s customer service is really what seals the deal. The staff are total product experts who geek out about this stuff as much as the shoppers do. They‘re always happy to provide sizing and fit advice, chat releases and resale predictions, or offer an honest take on whether a piece is worth the splurge. It makes it feel like you‘re shopping with a trusted, knowledgeable friend.
Feature also offers free domestic shipping over $150 and has a 30-day return policy for a full refund (with tags attached). That‘s a pretty generous window compared to the 7-14 day norm at most boutiques. And exchanges are easy too. I once bought a pair of pants that ended up being too small, and was able to swap them for the next size up, no questions asked. The only exception is that final sale items are non-returnable.
All in all, it‘s the thoughtful little touches and accommodations that make Feature a standout in my book. You can tell the owners are passionate about the product and community and go out of their way to make sure shoppers feel valued.
The Bottom Line
I‘ve watched Feature grow from a little-known Vegas gem to one of the most influential streetwear retailers in the game over the past decade. And having spent more than my fair share of cash there, I can vouch that the hype is deserved.
Feature‘s highly selective inventory, easy navigation (both on and offline), and accommodating policies make it an easy, enjoyable place to shop for both seasoned collectors and newbies. The brand really excels at curating a mix of hyped sneakers, emerging streetwear, and even some avant-garde finds you might see in a glossy fashion mag. It all comes together in a way that feels cool but not intimidating or overly insider-y.
No, Feature‘s wares don‘t come cheap. But in my experience, the quality, attention to detail, and resale potential make many of the items worth the splurge if you have the budget. For newer or more casual shoppers, I definitely recommend taking advantage of the retailer‘s easy return policy to experiment and find the right fit.
The only thing I don‘t love? The crazy-quick sellout times on many of Feature‘s most anticipated drops. I‘ve taken many an L in my quest to cop the latest Jordan or Dunk collab. But hey, the thrill of the hunt is part of what makes this subculture fun. And more often than not, a few pairs will pop up on the site a couple days later.
At the end of the day, Feature is a store for people who are genuinely passionate about fashion and want to invest in unique pieces that bring them joy. The next time you‘re looking to treat yourself—whether that‘s a fresh pair of kicks or a new hoodie to get hyped about—I can‘t recommend Feature enough. Just be warned: this place is dangerously addictive for your wallet.
