California Apparel News

It has been an awful couple of years for Los Angeles’ La Brea Avenue, a retail street hit hard by the Great Recession, but that could be poised to change.

More than six fashion boutiques shuttered since 2007, and things still look tough. Empty storefronts pockmark this long street, but high fashion has been making a comeback.

Recently, two big boutiques offering unique styles intended for sophisticated fashionistas opened on the wide, busy street.

Self Edge, a Gothic-looking two-story boutique specializing in Japanese premium denim, opened in September at 144 N. La Brea Ave. Another store, called Case Study/Unholy Matrimony, opened at 138–140 S. La Brea Ave. in February. The 2,200-square-foot store offers gallery-style paintings and high fashion with an avant-garde edge.

La Brea got a vote of confidence from the boutique owners because the street still provides something tough to find in Los Angeles County: a pedestrian scene where people gather to browse influential boutiques such as American Rag Cie.

The pedestrian scene is specifically located on La Brea Avenue spanning from First to Second streets. It is not only home to American Rag but is also the home of high-end sneaker fashion stores Undefeated and flagship boutiques for Orange County streetwear and lifestyle brands Stuuml;ssy and Volcom.

The unique intersection of fashion, art and commerce grabbed Case Study owner Amir Garavi. He believes La Brea shoppers are willing to spend a lot of money for fashion. They are interested in looks with an avant-garde, rock ’n’ roll edge. “This block is different,” Garavi noted.

La Brea’s community of stores also attracted Self Edge owner Kiya Babzani. He gambled that if the street’s shoppers would spend top dollar for high-end sneakers at Undefeated, they also would be willing to spend hundreds of dollars for unique jeans at Self Edge.

The San Francisco–based entrepreneur also opened Self Edge stores in New York and San Francisco’s Mission District. His Los Angeles boutique features Persian rugs, antique clocks and a staircase connected to the store’s mezzanine level.

The store holds exclusives on Japanese denim labels that reportedly perfected a 1950s-style Americana look obsessed over by jeans connoisseurs. The store’s most-popular jean is the Iron Heart label’s 634 jean. Babzani said it retails for $320 a pair. The 634 jean is noted for its heavy but wearable fabric.

Also popular is the Strike Gold label’s GG1105 jean. The slim-fit jean retails for $300. The most popular top is the Buzz Rickson navy wool shirt. The limited-run shirts cost $325.

While Americana looks rule at Self Edge, the avant-garde is the dominant style at Case Study/Unholy Matrimony. The boutique features artists’ paintings, chairs torn from a cinema and fashions seemingly designed for gallery aficionados.

Garavi opened the La Brea boutique to help launch men’s line Unholy Matrimony, which is designed by boutique co-owner Brett Westfall.

The top-selling item at Case Study is the “Batwing” coat from house brand Unholy Matrimony. The French-terry coat retails for $575 and features arms that look similar to bat wings, Westfall said. Also popular is a double-layer blazer with cardigan sweater lining from Italian brand Undercover. It retails for $1,769.

At La Brea anchor American Rag, popular looks include Comme des Garccedil;on’s Shirt line, which includes outerwear that retails for $900 to $1,300. American Rag’s men’s buyer James Hammonds said the line sells well no matter if it is raining or broiling. “It’s not a question of weather; these are nice pieces that are not traditional,” he said.

Jackets and hoodies from Santa Ana, Calif.–based Obey Clothing are selling well at American Rag. Price points range from $30 to $150. Also popular are T-shirts from Rxmance, a Los Angeles–based T-shirt line that features interesting graphics and soft fabrics, with retail price points ranging from $45 to $65.

American Rag owner Mark Werts said the street’s troubles have been overblown. The only thing holding back the street is an economy that has been tough for everybody, he said.

La Brea will become busier next year. In late 2011, Washington D.C.–based property-development company Madison Marquette will complete work on La Brea’s Continental Graphics building. The two-story, 90,000-square-foot complex is located across the street from American Rag and is being renovated into space for showrooms and retailers, said Jay Luchs, the real estate executive leasing retail at the building.

For retailer Gabrielle Zuccaro, one of La Brea’s chief problems is parking. Street parking is illegal on La Brea during rush hour on weekdays. Zuccaro said the 50-space parking lot behind her Bleu store has provided her with a major break. ”If you don’t have that parking, say goodbye to your business from 4 to 7 p.m. A lot of my clients come in after 5 p.m., after they get off from work,” Zuccaro said.

Bleu’s top-selling items are leather pants from Los Angeles brand Mason, which retail for $850; a navy fringe sweater from Camilla & Marc, which retails for $471; a bohemian peasant blouse, which retails for $310; and a sequined jacket that retails for $403 from New York–based brand Sea.