California Apparel News

Ventura Boulevard has been a haven for small shops since 1928, when Studio City, Calif., got its name. Fueled by an increase in fashion-driven boutiques, the street is not only the Valley’s prime shopping destination but also one many believe belongs in the same category as Los Angeles’ La Brea Avenue or Robertson Boulevard, proving this boulevard is anything but parvenu.

Dungarees, at 12230 Ventura Blvd., has been a fixture on Ventura for 13 years, long enough for owner Gary Friedman to watch the street’s gradual accumulation of independent retailers and chains such as Ann Taylor and Lucky Brand Dungarees. Though the change has been slower than he would like, Friedman said he welcomes Ventura’s growing status—and variety. “You can buy a jean for $30 or $300—that’s the vastness of the block,” he said.

Friedman’s jeans-driven store is anchored by the denim offerings of Rock & Republic and G-Star. Rock & Republic’s jeans are hip in more ways than one. “The fit is more realistic, not just for a skinny girl but a girl with hips,” said manager and women’s buyer Cassidy Burton.

Four months ago, Friedman separated the boys from the girls and moved his men’s clothes into a shoe store he had been operating at 12200 Ventura Blvd. At Dungarees Men, the top men’s jean is by Adriano Goldschmied. “The line’s basic tops appeal to guys who don’t like their clothing served with logos,” Friedman said.

Tryst, at 12244 Ventura Blvd., also brings European flair to the street, in part because of its owners, French transplant David Dauvilliers and his wife, Laura Wagner. The store opened six months ago, fueled by the couple’s desire to bring European designer men’s collections to the Valley.

The shop is also close to entertainment studios, which can constitute up to 30 percent of a Ventura Blvd. retailer’s business, Dauvilliers said. “We’re happy here and doing well so far,” he said.

Hot men’s items include colorful patchwork sweaters by Fake London and a leather jacket by Cloak that sports military and motorcycle influences. “It’s very fashionable and the quality is amazing,’’ said Dauvilliers.

Tryst also carries women’s clothing. Shoppers are falling for FrostFrench’s rustic tunic, which can be worn as a dress or over jeans. Next there’s Paul & Joe’s white wool coat that offers stylish winter dressing with a light weight for Los Angeles’ mild winters.

Dari, at 12184 Ventura Blvd., caters to young and trend-driven consumers. Here shoppers are vying for Twelfth Street by Cynthia Vincent’s tweed “Coco” jacket in black-and-white checks. The updated take on a classic jacket style features a casual zip front. “We’re showing it casual with jeans and a camisole under it,” said Dari owner Melanie Shatner-Gretsch.

Yanuk’s jeans have quickly become the store’s hot denim line, primarily for their boy cut characterized by low pockets. “It’s just something different,” said Shatner- Gretsch.

Great China Wall has a great following with its vintage-style hooded sweatshirts. The garments come with colorful patchwork and embroidery. “We’ll show these paired with a scarf and a skirt,” Shatner- Gretsch said. “It’s just funky, casual and different, and it’s hard to find two that are exactly alike.”

Lisa Angel, at 12206 Ventura Blvd., caters to a slightly older contemporary shopper and also features a new jewelry and accessories boutique, LTH Studio, which opened inside the store earlier this month.

The store’s hottest items are wool-silk ponchos by Gabriella S.

“We can’t keep them in the store,” said Angel. “People come in every day looking for them.” Most women are wearing the poncho over a tank top with one shoulder exposed, she added.

Sweater season has shoppers clamoring for cashmere styles with cowl necks and oversize sleeves by Ya-Ya. “Every year I blow out of them,” said Angel.

Vince’s sweaters are also hot. These sweaters are fitted and ’80sinspired, Angel said. “The weather has been so hot for so long that now everyone’s coming in for sweaters,” she noted.

Angel has spent three years on Ventura Blvd.

“I love the area,” she said. “It’s more like a community. Everybody knows each other; it’s nice.”