CaliforniaApparelNews.net

S&G owners Gita Salem, left, and Sequoia Emmanuelle at their new L.A. boutique 

Even in an uncertain economy, entrepreneurs are still opening shops. One of the latest is designer fashion brand S & G by Sequoia & Gita. On Feb. 4, it held a debut party for its boutique/showroom at 7414 Melrose Ave. in Hollywood, just across the street from The Village Idiot restaurant.

Label partners Sequoia Emmanuelle and Gita Salem recently moved their label from San Francisco to Hollywood to get away from the fog and put down stakes closer to the center of California’s garment industry. Their line has been popular in the San Francisco Bay Area and the Pacific Northwest. Salem and Emanuelle hope to make a bigger splash in Southern California for their men’s and women’s fashions, which are inspired by refined classic looks and artful experiment. Core retail price points are $100 to $350 for men’s suits.

S&G’s mix of refined classic and art experiment has long intrigued their party guests. One was an underground celebrity who goes by a single name: Zulu. The owner of Zulu Tattoo in Los Angeles wears Maori-style markings on his face and often dresses in Edwardian fashions. “It’s gentlemanly clothing,” Zulu said of S&G. “Gentlemanly clothing with an edge.”

Model working double duty. She's wearing an S&G dress and holding a dog clad in a S&G dog coat.

Tattoo artist Zulu called S&G 'gentlemanly with an edge.'