Feature

Feature Sneaker Boutique was founded in 2010 in Las Vegas by four partners — Ajay Bouri, EJ Luera, Keith Iavazzi and Aaron White — who set out to combine sneaker culture with fashion, music and art in a single retail concept. Bouri's earlier venture, a menswear sublease called The Basement inside a women's apparel store called The Attic, gave him vendor relationships he kept alive by selling out of his car after The Attic closed; relocating to Las Vegas and recognizing a gap in the local market for curated sneakers and contemporary menswear, he and his partners opened the first Feature store in Las Vegas's Chinatown district near the Strip. The store built a reputation for limited and often desert-specific sneaker releases and boutique curation of streetwear and designer labels, distinguishing itself from mall-based sneaker chains. Feature has since expanded beyond its original Chinatown location: a second Las Vegas store opened inside the Wynn Plaza Shops in 2018, followed by locations at The Commons at Calabasas (2019) and later Scottsdale and Westfield UTC. The brand also operates feature.com as an e-commerce and content platform covering sneaker, fashion, music and art culture.