California Apparel News

It’s a classic Los Angeles showdown: the small number of native Angelenos versus the endless throng of transplants.

Take Santa Monica’s Third Street Promenade, the highconcept haven for out-of-town retail giants, and contrast it with its perpendicular neighbor Montana Avenue, whose low-key, California-bred boutiques appear to have accumulated not by corporate design, but like a group of friends gathering at a bonfire on the beach.

Now, where do you suppose celebrities hang out?

“This is the best place in L.A. to see celebrities, bar none,” said Brian Heinen, manager of Patrick Reid at 705 Montana Ave., one of the street’s newer tenants. In fact, the store itself is also a top spot for stargazing, given that Steven Spielberg recently came in and bought a faded “Mighty Mouse” T-shirt by Junk Food for his daughter. The brand’s vintage-style shirts adorned with classic cartoon characters are some of the hottest items at the men’s and women’s boutique, which was opened in January by the brothers of actress Tara Reid, who starred in “American Pie” and “American Pie 2.”

Also checking at the register are Adriano Goldschmied’s corduroy pants for women in salmon and rust. “It’s our favorite and what we put our customers in,” said co-owner Tommy Reid.

Guys are grabbing Andrea Palombini’s fitted wovens, which are easily dressed up or down, plus vintage and Western-inspired shirts by Los Angeles–based Filter.

Patrick Reid is already in negotiations for a second store at an undisclosed Los Angeles location.

There’s a foot fetish going on at Mademoiselle Pearl at 1311-B Montana Ave., where shoppers are opting for Pierre Hardy’s velvet pumps.

“It’s a consistently great line that’s not easy to find,” said head of operations Caitlin Mazonas. “It’s the colors and the texture of the velvet.”

The store is also moving Luella’s shoulder tote, the season’s most coveted handbag, according to Mazonas. The Mod-influenced bag comes in black suede or white patent leather and appeals to supersavvy shoppers who don’t flinch at the $1,000 price tag.

For apparel, the store’s bestsellers are Coast’s bright and floral shirts. The British line offers “sophisticated, high-quality sportswear,” said Mazonas.

Mademoiselle Pearl is also currently the only place to find the vintage-inspired ready-to-wear of Jennifer Nicholson, daughter of actor Jack Nicholson and owner of the store.

New Zealand designer Trelise Cooper brings an Old World, almost Victorian flair to 5-year-old A. Mason, located at 1511-B Montana Ave. A new line for this Fall, it is already the boutique’s bestseller, and “it’s not inexpensive,” said owner Sam Lauachus. Cooper makes her own fabrics, giving her clothing an added element of uniqueness, Lauachus said, noting that the line appeals to the woman over 30 who wears Dries van Noten.

Another brand new to the United States is Temperley, which is run by a pair of English sisters.

“People are discovering them quickly,” said Lauachus. “This isn’t disposable clothing; it’s investment dressing. You’d hand this down to your daughter.”

Lastly, there’s Preen, which offers oxymoronic “slouchy-clean dressing,” said Lauachus. The line combines modern lines with a lived-in look.

Weathervane, at 1209 Montana Ave., caters to an older shopper unafraid of edgy European fashion. Yoji Yamamoto’s line, Y’s, plays with “the interesting wrapped quality of traditional Japanese clothing,” said salesperson Louise Hayter. Many pieces in the line employ subtle tie-dyes, she said, and are surprisingly easy to wear.

Dries van Noten brings Weathervane great sell-through and has tremendous mainstream appeal, according to Hayter. “You can be a soccer mom in it,” she said.

But it takes an iconoclastic mom indeed to shuttle her kids around wearing Martin Margiela, one of Belgium’s most collected avant-garde designers. Margiela’s line makes heavy use of reconstructed vintage clothing and features looks such as a woman’s vest made from men’s suit sleeves. “It’s like collecting art,” said Hayter.

But, she admitted, “Some people say, ’What the hell is this thing?’”