Tree Takes Root in Hollywood
Some serious creative activity happens in a small office located in a building that overlooks the fabled Hollywood Walk of Fame, where, near the entrance, the emblazoned names of such past luminaries of moviedom as Carol Landis and John Gilbert serve as inspiration to those who have dreams of their own.
The artistic types utilizing the space are not actors with dreams of celluloid stardom. Rather, they’re a pair of up-and-coming designers who are trying to integrate nostalgic fashions with modern attitudes.
Teresa McAllen and Beverly Klein aren’t new to Los Angeles fashion; in fact, they knew exactly what they wanted when they set forth to create a contemporary line called Tree.
“The line has to be sophisticated and classy,” said McAllen, as she studied the film “Moulin Rouge” on her computer.
Taking their cue from vintage looks, McAllen and Klein designed a line that can easily be worn dressy or casual.
Dressy tops with denim is a huge trend right now, said McAllen. For Spring 2002, the line’s designers have created a collection that melds manicured styles with sex appeal. “We want to stay very ethereal and feminine,” said Klein.
McAllen describes the collection as having strong influences from the past, but put into modern perspective. “We really want to make it a modern-day thing but include all of those wonderful details from the past,” she said.
The 24-piece collection includes embroidered gauze camis, an English bobbin net top with shirred bust and chiffon sleeves, lace and chiffon dresses and Edwardian-style blouses with English bobbin net sleeves. Wholesale price points range from $110 for a cotton batiste Edwardian blouse with English bobbin net sleeves to $198 for a lace-and-chiffon evening dress.
McAllen is a Los Angeles native who graduated from Brooks College and moved to New York’s East Village in the early 1980s to pursue a career in fashion before settling back down in Los Angeles.
Klein was also raised in Los Angeles and attended the Fashion Institute of Design & Merchandising in the early 1980s before working as a freelance costume supervisor on films including “Heathers,” “Article 99” and “Three Kings.”
“There was always so much stress involved in film work,” explained Klein, who said that as a costume supervisor she was constantly on the go, sometimes working 14-hour days.
Klein admitted that owning her own business can be equally as stressful at times. “In either job you’re responsible if something goes wrong,” she said.
Both designers met through mutual friends who thought the two would get along because they were both “career fashion women,” Klein said.
The pair teamed up for the first time nearly a year ago to collaborate on a contemporary collection for a fashion show at the California Mart. Not long afterward they decided to design a complete contemporary collection.
“We were challenged right off the bat,” said McAllen, explaining that they quickly attracted the attention of a department store chain.
“Did we want to do it? Of course we did, but we had to turn them down because it would have killed us—we weren’t ready for the volume,” she said.
The designers instead opted for steady controlled growth, a strategy that has worked for the company. They recently opened their aformentioned office on Vine Street in Hollywood and signed on with the Hatch showroom in the New Mart.
Tree landed orders for the Spring 2002 collection from Los Angeles retailers including Ron Herman Fred Segal Melrose, Blue, Traffic, Tracy Ross and Curve, as well as Beverly Hills, Calif.-based boutique Acacia.
Currently, the line is sold only in the United States, although the designers are looking to branch out internationally.
“Right now we’re trying to figure out how to check credit for our potential European customers,” said McAllen. “We’re a small company so we ask for a deposit, but a lot of Europeans aren’t used to doing business that way.”
The designers also said they are considering putting on a show for the next Los Angeles market week. “We have too much to express with our clothing and we’re learning the curve as we go into it,” explained Klein. “We’d really like to do whatever it takes to keep the line creative, but we also want people to discover us.”
For more information, call (213) 532-8818.
