California Apparel News

La Jolla is well-known as one of California’s wealthier enclaves, but still, boutique owner Lauren Turek thought fashion retail might have not reached its potential in this exclusive, beachside community, located in San Diego County.

La Jolla’s social life features elegant cocktail receptions at the Museum of Contemporary Art and dining at refined restaurants such as Georges at the Cove, but Turek often heard La Jolla residents complaining about having to drive hours to Los Angeles to shop.

“The people of La Jolla are fashion-forward, but there have been limited opportunities for shopping,” Turek said. “There are department stores and a handful of boutiques, but people wanted more.”

The retailer will soon find out whether her fashion theory is right. On Memorial Day weekend, the novice entrepreneur opened an 800-square-foot boutique called Kerut (her last name spelled backward) at 7944 Girard Ave. She estimated 70 percent of her clientele is local, and the other 30 percent are tourists from all over North America and the world. They come to take in La Jolla’s dramatic ocean views and stay at its luxury inns, such as La Valencia Hotel.

Lately her customers have been buying the New York–based We Are Owls’ cashmere scarf line. Retail price points are $278 for the scarves, which sport modern-art graphics. Also popular are tunics from Sulu Collection, a Westport, Conn.–based fashion label whose retail prices start at $298. Dresses and tops from the Kimberly Ovitz label also sell well at Kerut. Retail prices range from $278 to $358.

Turek’s theory that La Jolla used to have a low-profile fashion market is based on the town’s upscale but laid-back dress code, which prevailed for years. While things may be changing, Sinisa Ristic, Turek’s neighbor, believes even the wealthy are watching their pennies. He owns the influential Let’s Go Clothing & Footwear store at 1025 Prospect St. Let’s Go has been selling contemporary-style fashions since 1986. He said the town’s wealthy culture might have held up some luxury retail in the past. “But people are more price-conscious,” Ristic noted.

He offers a wide range of prices at his shop. At the top of the store’s price range, Ristic said, cocktail dresses by Los Angeles–based label Sue Wong, which sell for $200 to $600, have been popular. Women are buying William Rast’s “Jerri Ultra Skinny” jeans for $168. The jeans are popular because of their slim fit and clean look. There are no rips or treatments on the pants, Ristic said. Men are buying True Religion’s “Joey” jeans, with prices that start at $170.

The store also has been doing well with San Diego streetwear brand APB Clothing. The label’s logo of three turntables is emblazoned on T-shirts, track jackets, trucker caps and fedoras. Trucker caps go for $20, fedoras for $40 and T-shirts for $32–$39.

Phyllis A. Lanphier, Ristic’s neighbor, owns the boutique Sigi’s at 7888 Girard Ave. She said casual fashion and a wariness of high prices continue to be important, especially after Wall Street’s financial meltdown in 2008. “We used to be dressier and sell at a higher price point, but we adapted,” she said.

However, fashions are still exclusive for this veteran boutique, which opened in 1968. Top-selling items have been the Cambio brand’s micro-stretch trousers, which retail for $280. Also popular have been Lilla P.’s Pima-cotton wrap T-shirts, which sell for $68. Trousers and skirts from Italian brand Gunex have been selling well. Gunex’s retail price points range from $500 to $800.

Gerhard Bendl is another longtime retailer. He owns Custom Shirts of La Jolla at 7872 Girard Ave. and has been doing business and tailoring men’s shirts and suits since 1977.

Bendl believes the double-breasted suit will make a comeback in the next 12 months. Custom-clothes sales make up more than 30 percent of the boutique’s business. European ready-to-wear for men and women are responsible for the other 70 percent.

At Bendl’s store, German label Alberto produces stretch-fabric pants constructed in a five-pocket denim cut. Retail price points for this style, called “Tom,” start at $180. The German brand’s “Stone” premium-denim line also does well, selling at a similar price. For women’s fashions, casual dresses from the Nally & Millie label sell well, with retail prices starting at $98 for the label’s dresses and cardigans.