Atira Lyons Set to Open World’s First Durag Store in Los Angeles

20-year-old Atira Lyons announced that she will be opening a luxury durag store on Melrose Ave in Los Angeles after going viral last year.

Last week, Lyons announced on social media that her self-titled durag store will be opening soon on Melrose Ave, a popular street in Los Angeles known for its luxury shopping and dining options. Last year, she went viral on Twitter after posting her self-made luxury durags.

A durag is a popular hair covering in the Black community used to provide hair protection, usually during sleep. In recent years, durags have grown into a fashion accessory and they’re no longer just worn around the house.

Lyons decided to put her own twist on durags, making them from velvet and silk. They’re the first of its kind and normally aren’t considered a luxury item. When she posted her creations on Twitter last year, thousands showed their interest and wanted to know how and where to buy them.

My fav black female entrepreneur😢❤️ keep growing my love! I love to see it!! https://t.co/pLnZ9uy2WK

— 🦋MINTBYSASHA.COM🦋 (@sashillionaire) August 12, 2020

Shortly after, she launched her online store, making her durags available for purchase. Her site also featured other headwear such as headwraps, turbans and beanies, but hose aren’t the only fashion pieces Lyons wants to create. Her site has expanded to also include swimwear and clothing, with more selections coming soon.

Even though Lyons has received a lot of support, many have also criticized her for deciding to put the store in a high-end, white area instead of Black neighborhoods to make them more accessible to the Black community.

congrats but why u aint put it in leimert park or inglewood https://t.co/JXlPD7v9Tq

— malcolm-aimé (@malcolmaime) August 14, 2020

Earlier this year, Lyons announced she had plans to open the store, but when that would happen was uncertain due to the COVID-19 pandemic and its impact on small businesses. After her announcement, many aimed to bring more awareness to her durag collection in an attempt to support Black-owned businesses who faced a higher rate of closure and bankruptcy than white-owned businesses.

Do y’all realize how big of a deal it is to open a store on Melrose .. the level up is crazy https://t.co/yXxVuACUqI

— Nai (@CloudNaii) August 10, 2020

No exact opening date for the store has been announced yet, but many are eager to check it out. In the meantime, be sure to show your support for Lyons and other Black entrepreneurs working to keep their businesses afloat during a pandemic.

Jada Kennzie

Writer | Tweet me @itsjadak