Proper Fools
Cooper Design SpaceSuite 520(213) 689-7730
Freshly installed in its new 2,500-square-foot showroom in the Cooper Design Space, Proper Fools has achieved an offbeat offering. “We wanted to build a showroom where we can sell high-end and low-end product. We’re not snobby. We like the mix of diverse product,” said Tim Ellis, co-owner of Proper Fools, which has a twin showroom in New York.
With 11 apparel and accessory lines that range from handmade leather unisex belts and staple T-shirts for men, women and children to punk-inspired contemporary brands and highend men’s lines, it has something for everyone.
New to the showroom is Rokara, a contemporary dirty-chic line for men and women; Lips Jeans, a line of high-waist jeans for women that just added a collection of clean, skinny denim for men; and Orthodox, a collection of high-end menswear.
“We’ve grown substantially—this is our third Los Angeles showroom in less than two years. This is it for now; we won’t add another line unless we drop a line,” Ellis said. He opened the showrooms in 2004 with business partner Sean Naughton. The two split the coasts, with Naughton running the East Coast showroom and Ellis the West Coast.
Rounding out Proper Fools’ offerings are Josh Podall, a women’s contemporary line that includes silk sheaths and cute tops and men’s T-shirts; Rxmance graphics-driven T-shirts for men and women; T-Country, men’s high-end wovens including shirts, hoodies and blazers; Park, a collection of women’s shorts and pants; Left Field, knits for the whole family; and Topless and Sweet & Toxic T-shirts. Accessories include Blush B-Lush, a line of high-end leather handbags, and Stowe Provisions, a collection of leather belts.
“We just want to sell some cool clothes,” Ellis said. —Erin Barajas
