Online Retailer Brings New Calif. Designers to the World
Online retailer HotterThanHollywood.com is gambling that global interest in Golden State style will grow. So far, the bet has paid off.
After starting their business nine months ago in an apartment, first-time retailers Mary Helen Shashy, Alice Shashy and Michael Misetich moved operations on June 24 to a spacious 4,000-square-foot studio adjacent to the Little Tokyo section of downtown Los Angeles.
The move gives them space to stock more than 49 designers who have injected fashion and luxury into sweats, hoodies and T-shirts. The retail stock includes labels such as Cake Couture, Ankh, Ed Hardy and 2B Free. The owners also recently hired two sales and administration staffers to help take care of business, half of which comes from the East Coast.
The owners forecasted that 2006 sales will reach $4 million. The original investment was $35,000 raised on credit cards, according to Misetich. Later financing of more than $115,000 came from investors. The retailers credited their success to being able to spot hot designers who epitomize the Los Angeles look and who experience critical as well as commercial success.
Designers said they were intrigued by the promise of the Web site’s name. Jen Grossman, owner of Los Angeles–based Ankh, said she hopes the Web site’s studio services, which allow stylists to buy clothes for television and movie wardrobes, will get her clothes on the backs of celebrities. “Getting the clothes to celebrities is half the battle,” she said of publicity and marketing efforts.
Until recently, Mary Helen Shashy worked as a filmmaker whose projects were screened at film festivals such as Slamdance, the alternative satellite festival to Sundance held in Park City, Utah. Misetich suggested they start a fashion Web site after a deal for one of Shashy’s television projects failed.
The owners said they will consider opening a storefront in the future. They currently book appointments for members of the public who want to shop at the Web site’s studio. But they plan to spend most of their energies expanding the Web site.
“Even if it wasn’t making money, it would still be worth it,” Misetich said. “It’s about controlling your destiny.”
—Andrew Asch
