Local entrepreneur cashes out on Coachella Festival weekend

Fashion is generally a big focus when getting the full festival experience. The Coachella Fresh Shop sets up once year to give locals their own brand for the weekend.

Eddie Fresco is an independent retailer in Palm Desert. He sets up shop two days out of the year to outfit valley natives for the festival weekend. He anticipates having up to 400 visitors this weekend to his pop up shop.

“It just slowly and organically started growing bigger and bigger, and you know I’m happy to do it and people tell me–they compliment them, they get stopped to take pictures, ask where they buy it.”

Fresco adds new elements to the shop every year. This year, hair braiding by Art of Hair Braiding and a local DJ were brought in to the store.

Coachella Fresh designs can currently only be purchased in the store, keeping the apparel exclusive for locals.

Coachella Fresh is located at 73-614 Hwy 111, Palm Desert, CA. You can check out the designs by following on Instagram, @CoachellaFresh or @Mr.CoachellaFresh. The shop will be open again on Thursday, April 21 from noon to 8 PM in preparation for weekend 2 of the festival.