Ava/Evolution
Ava/Evolution
The New Mart, Suite 1003
(213) 239-8888
For more than 10 years, June and Justin Farahan ran their New York–based knitwear business, Vermani, selling branded and private-label knits to more than 1,100 boutiques in the United States and South America. Five years ago, they shuttered their business to take a break. They moved across the country, renovated a house in Orange County, Calif.’s upscale Newport Coast, and researched their next move.
In January, the husband-and-wife team opened a showroom in Los Angeles’ The New Mart to showcase their two new lines. One side of the crisp, white 1,300-square-foot showroom houses Ava, a swimwear and resortwear line designed by June Farahan.
The other side houses Evolution, the men’s top line designed by Justin Farahan.
“For the showroom, we wanted it all white—to be fresh and modern and contemporary,” June Farahan said. “So when people walk in, they notice the product.”
The Farahans included luxe details in the showroom such as the crocodile-embossed tables and rhinestone button-trimmed chairs.
Similarly, the two included plenty of thoughtful details in the two collections. Ava coverups have a luxurious hand but are made in washable fabrics. Styles include caftans, tunics, rompers and jumpsuits. The hardware on the swimwear is treated to remain cool to the touch and to withstand chlorine and saltwater. Tops and bottoms are sold separately, so customers can mix and match. And one signature piece, a maillot, is reversible and can be worn as a strapless one-piece or folded down with a matching bandeau top. There are also clutch handbags in a range of colors that work with the swimsuits and coverups.
Evolution is designed for the man looking for an option that’s more formal than a T-shirt but more casual than a suit and tie. The collection comes in a palette that ranges from traditional navy and gray to saturated brights. Styles include woven shirts with details such as epaulettes, contrast piping and cuffs, and knits in polo, crew and snap-front silhouettes. Pieces are designed to look good on the customer—and on the sales floor. For example, a crew-neck top features contrast binding on the neck to give items a pop of color on tabletop display.
“We’ve been listing to buyers for many years, and we know what items and details they like—that give that pop so they sell,” Justin Farahan said.
Both Ava and Evolution are made with European fabrics but are produced in Asia to keep costs more accessible. Wholesale prices for the Ava swimwear range from $30 for the separates to $75 for the one-piece. Ava resortwear is wholesale priced from $89 to $125. The clutches are $185 to $195. Evolution’s woven and knit shirts are wholesale priced from $49 to $69. “When we designed both collections, we wanted to be in the designer category but not in the designer price point,” June Farahan said.—Alison A. Nieder
