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Whats Checking: Santa Monica’s Montana Avenue: Luxe and Local
Off the beaten path and unfamiliar to most tourists, Montana Avenue is a 10-block stretch on the north side of Santa Monica, Calif., where locals lead active lifestyles and like to shop local. With an even balance of corporate retailers and independent boutiques, most shops cater to an upscale crowd, as reflected by the surrounding neighborhood. Although no retailer was immune to the economic downturn, many have found ways to set themselves apart and are now thriving as the economy stabilizes.
EMPHATIC by DEE ROCCO
1109½ Montana Ave.
The sister store to Emphatic at Fred Segal, Emphatic on Montana is stocked up on chunky knits and oversized sweaters for fall. One of its newest and most popular brands is 19 4t, which uses Japanese cotton for easily wearable basics (long-sleeve top, pictured, $129). Ams Purse chunky knit oversized cardigans ($316) and sweaters with zipper details ($249) have also been extremely well-liked by customers. Populaar as well is My Tribe’s leather and suede-on-spandex textured blazer ($589, pictured). Beyond the apparel, Hammitt Los Angeles’s buttery leather bags (pictured, small cross-body $279, and large tote, $719) are favorites, as are a unique line of leather fanny packs from Thailand, which retail for around $249 each.
WEATHERVANE
1209 Montana Ave.
Boasting predominantly European and Japanese brands, Weathervane is an upscale boutique that offers edgy fashion-forward and avant-garde designs. The retailer has been on Montana for four years and carries designers that include Issey Miyake, Comme des Garçons, Rick Owens, Dries van Noten and Yohji Yamamoto. According to Lauren Fitch, director of sales and operations, some of the top-selling pieces for fall include Avant Toi’s merino wool and linen-blend blazer ($1,085); Marsell shoes and boots, which range from $670 to $1,390; Ann Demeulemeester, who is currently featured in all the store’s fall window displays; and Faliero Sarti wool, alpaca and acrylic blend Italian scarves ($295).
LEYLIE
1230 Montana Ave. #104
Leylie Aghili has had her namesake retail store, Leylie, on Montana for three and a half years. “There is a wonderful sense of community here, and traffic is very neighborhood driven,” Aghili said. “I think the success of my store is due in large part to the fact that I cater to the area’s lifestyle, which includes tailored, form-fitting styles and classics with a twist.” Being so close to the ocean with damp mornings and cool nights, Aghili says cashmere tops are a year-round top seller, as are button-down blouses from her own line. Citizens of Humanity jeans are her No. 1–selling denim brand, and customers also love pieces from Harthord, Inhabit, IRO jackets, Brochu Walker and NSF.
RUTI
1406 Montana Ave.
Having now been open two years, Ruti carries nearly all
Israeli designers, with the exception being United Nude shoes. Two of its top-selling styles are by Alembika and include the “Punto Pant” ($229), which boasts a wide leg and relaxed fit, and the “King” top ($209), with a high-low hem and versatility that can make it a top or tunic. Ruti prides itself on being a one-stop shop, carrying a wide variety of merchandise with “a little bit of everything for everyone,” according to Kelly Pentecost, store manager. Other Ruti locations can be found on Abbot Kinney and in Berkeley, San Francisco and Palo Alto.
FRANCESCA’S COLLECTION
1230 Montana Ave. #106
Veronica Chacon has been the store manager of Francesca’s Collection on Montana Avenue for 12 years and has watched how locals changed how they shopped through the economic highs and lows of the past decade. “We have definitely watched our customers make lifestyle changes and are shopping smarter now,” Chacon said. “When the economy dipped, a lot of our customers moved away, but since then new residents have become our new customers.”
For fall, Francesca’s is full of rich jewel tones, and Chacon said a major trend they are seeing is that their customers are buying kimono-style outerwear as opposed to cardigans. Although the majority of Francesca’s merchandise is private label, the Dina B kimono has been a strong seller ($38). The private-label denim line Harper’s ($44) is also a top seller. As far as jewelry is concerned, they are selling a lot more dainty classic pieces for fall as opposed to larger, trendy pieces. The jewelry retails from $12 to $38.
