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SURU (which means "hand printed" or "print by hand" in Japanese) is a concept retail store and brand which focuses on limited edition items including small production run artist driven clothing, import footwear and jeans, rare and hard to find collectable vinyl toys, as well as paintings and artworks from local and international artists.

The concept retail store and brand is the brainchild of owners Joe Hahn from the nu metal band Linkin Park and private investor Noel Aladadyan. Situated on the infamous Melrose Avenue, the SURU retail experience is inspired by the innovative and minimalistic approach of Japanese retail spaces. Key features of the space includes a ceiling conveyor encased in glass.