Customize Your Kicks at New Converse Store

At its new West Coast flagship store that opened Saturday on the Promenade, Converse is asking customers to make its products their own.

The tagline "make something" is emblazoned on the storefront's windows at 1437 Third Street (not from where crews are excavating and shifting dirt for what is to be the new Apple store) advertising a "customization station" where shoppers can screen print shoes, apparel and accessories.

The Massachusetts-based Nike subsidiary known for its signature shoes the Chuck Taylor and Jack Purcell, is trying to drive home a local connection. It’s the brand's third inline location in the United States.

The Promenade store is selling a new line of men's and women's apparel and accessories that highlight designs from the local art community. And, before it opened, a big poster featuring black and white photographs of hip young adults wearing Converse shoes—including Tony Royster Jr, the touring drummer for Jay-Z—shrouded the storefront.

Converse Santa Monica store is open 10 a.m. to 9 p.m. Sunday through Thursday and from 10 a.m. to 10 p.m. on Friday and Saturday.