Rockabilly Looks Checking at Santa Monica's Brat Store
A location across the street from a cemetery, as well as pink walls and a velvet Elvis painting, sets the mood at the Brat store on 14th Street in Santa Monica, Calif., where rockabilly looks such as a gingham blouse by Fine and a deconstructed skirt by Los Angeles–based S. Marque are wardrobe musthaves, according to owner Nancy Kaufman.
“It’s a great skirt, because girls can keep it kitschy with striped socks and Dr. Martens or dress it up with a Victorian blouse,” she said.
Also, Velvet Hammer–inspired clothing is keeping shoppers busy. The burlesque show had a recent run at the Mayan Theatre in downtown Los Angeles.
“They’re buying ’husband beaters’ [muscle tees], ruffle underwear and rhumba pants with black lace—anything with attitude,” said Kaufman, who’s familiar with the alternative market herself.
The former co-owner of NaNa stores in Santa Monica, New York, San Francisco and Costa Mesa, Calif., shut down the 23-year-old operation less than two years ago, as the economy soured and her partners parted. Kaufman’s new venture is smaller at 1,000 square feet and more manageable, she said. What occupies much of her time is updating the store’s Web site with information about concerts, gallery openings and, of course, what to wear from Brat at such events.
“This is a community store, and I like to promote and keep people informed about what’s happening around them,” said Kaufman, who registers about 25 new customers a week from the site.
It’s not just about fashion at Brat, which also carries Kikwear, Serious, Blest, Smashing Grandpa and Fornarina. The store is chock-a-block with cheeky gift items including Afro Ken lunch boxes, Bad Girl 2003 calendars, Paul Frank alarm clocks and Emily the Strange socks. —Nola Sarkisian-Miller
