Melrose Heights: Summer Sparks Busy Season in Fashionable District
When temperatures rise, it might as well be the official signal for many people to take a trip to the beach. For retailers in Los Angeles’ high-profile Melrose Heights neighborhood, hot weather is a sign that their most important business season is about to kick into high gear.
Summer is one of the busiest times here. Tourists from across the United States and from overseas seek out Melrose Heights as one of the important places to shop for California fashions, according to the street’s boutique owners.
In the past few years, streetwear brands such as Bathing Ape and DC Shoes have moved into the neighborhood to build showcase stores. Melrose Heights is located on Melrose Avenue between La Cienega Boulevard and Fairfax Avenue, according to Gordon Morikawa, co-owner of boutique Xin at 8064 Melrose Ave. He was a founding member of the Melrose Heights Merchants Association, a group that in its more active days advocated street improvements by the Los Angeles city government.
Morikawa estimated tourism contributed to 30 percent of his business during the summer months. Summer also is a crucial season at neighboring store Ron Robinson, located at the Fred Segal Melrose compound of stores at 8100 Melrose Ave. Tourists there are looking for shorts, lightweight denim and T-shirts, said Karen Meena, vice president of buying and merchandising at Ron Robinson.
They’re also looking for one of the iconic California fashions—the boardshort. One of the top-selling items at Ron Robinson is the limited-edition “Metallica” boardshort by Billabong. The style retails for $72 and features the logo of the heavy-metal band Metallica on Billabong’s popular “Andy Irons” style. Also highly popular are Billabong boardshorts custom-made for Ron Robinson. Bearing special appliqueacute;s and details, they cost $110.
Ron Robinson focuses on the look of the California male at his fashionable, casual best. For Meena, that look is captured in some of the more daring styles of popular brands such as Billabong and Penguin. Top-selling brands at Ron Robinson also have included Union, designed by Christopher Enuke. Union’s pale T-shirts and relaxed, straight-leg jeans retail from $58 to $180.
Occupying the same price range at Ron Robinson is Z Brand, based in Los Angeles. The brand offers a beachy, Southern California look with cargo shorts and T-shirts with a super-washed look.
Across the street from Ron Robinson, boutique owner Jaga Buyan strives to put a contemporary fashion look on summer styles at her store, Thesis, located at 8119 Melrose Ave. Buyan said her lightweight summer clothes tend to remain in her customers’ wardrobes beyond the season.
Best-selling items at Thesis include the “Cocoon” blouse by Duuya, Buyan’s own label. The silk chiffon and cotton blouse retails for $475.
Also selling well is a tank-dress designed by New York–based label Gary Graham. The fitted gray dress retails for $825. Italian line Transit has been popular at Thesis. The skinny stretch pants retail for $345.
Jade Lai opened Creatures of Comfort, located at 7971 Melrose Ave., in 2005 to challenge stereotypes of Los Angeles fashion. Lai has a focus on designers with an intellectual look.
Popular labels include New York–based Slow And Steady Wins The Race. Everything from the conceptual line—from T-shirts to footwear—costs $100. Lai said the line’s “No. 10” T-shirt was one of the most popular pieces. The white tee is constructed out of many materials, including white corduroy, denim, lace, panne velvet and silk.
T-shirts from French label Isabel Marant are also popular at Creatures of Comfort. The collection’s linen jersey T-shirts cost $200.
The “Wiggle” dress by New York–based Rachel Comey has also been popular. The label, created by sculptor-cum-designer Rachel Comey, features a body-conscious silhouette this season. Comey’s “Wiggle” dress is priced above $400 at the boutique.
