California Apparel News

There’s a three-block shopping area on Beverly Boulevard (south of Wilshire Boulevard) in Beverly Hills, Calif., that is gaining retail momentum.

The retail strip, dubbed “Beverly South” by locals, is bursting with chic eateries and shops—drawing off-duty stars and models in search of fashionable, inexpensive items.

What’s checking included everything from chunky rhinestone belt buckles and straight-legged, dark-rinse Juicy jeans to novelty tanks and fluffy yarn knit coats in acid-bright colors.

Turtleneck tops in black (which are “always the best seller”), browns and maroon are checking best, according to Jim Mitchell, owner of Girlfriends Beverly Hills, an accessories, lingerie and hip apparel-filled boutique that caters to a fashionably-dressed clientele.

“Since women like to shop so much, we thought we might as well make it a fun thing, among girlfriends,” said Mitchell, explaining the background of the store’s name.

Cosabella’s tissue-weight thongs —a fashion insider favorite—are checking well and offer a wide range of shades that include ballet-slipper pink and Corvette red.

“We sell a dozen pairs at a time,” Mitchell said. “Our customers just love them.”

Girlfriends’ embellished thongs (some of which are studded with crystal hearts and stars) and other rhinestone-trimmed accessories (such as headbands and hoop earrings) are also checking.

But Mitchell said the “hottest” items in the store are the rhinestone-encrusted belt buckles in pink, gold and blue, which make their debut at this month’s International Fashion Boutique Show in New York.

“Every year is better,” said Mitchell about his retail business, adding that repeat customers make up 80 percent of his business.

Tie-dye, all shades of green and tight, novelty tank tops by Los Angeles-based Joomi Joolz are blowing out the door at “contemporary casual” retailer Soft Wear.

Green, from light khaki to a bright spring green, were selling best on straight-legged pants, furry jackets and tanks.

Two of the best-selling tanks were the “Viva Las Vegas” tank with glittery showgirl graphics and the “Pretty Poison Lounge” tank with a glittery snake motif.

“There isn’t just one ’in’ thing anymore,” said a Soft Wear sales associate. “Everyone buys what they like.”

The green theme carried over next door into Minoosh of Beverly Hills’ window—complete with green ensembles and accessories.

Lime green is the color du jour, according to owner Minoosh Maalizadeh.

Maalizadeh wouldn’t name names, but hinted as to who had been in recently to shop for New Year’s rags in green. One star’s equally adorable daughter—almost as famous as mom—just married the lead singer of a legendary rock band and the other let “nothing” come between her and her Calvin’s, except maybe her tennis-great ex.

“My idea was to offer anything nice, but not ridiculously expensive [nothing goes over $400],” said Maalizadeh. “In any case, my merchandise draws both big stars and anyone who wants to look up-to-date.”

Long knit coats with furry collars—also for sale at the other two shops—in pumpkin, purple, gray and green were also checking, according to Maalizadeh.

Ostrich feather trims on “anything and everything” were another big seller.

“I try to give only what’s most fashionable,” said Maalizadeh. “I travel all over, from Europe to New York to make sure I have only the best for my customers.”