We like to style a person from head to toe. –Motto of Attire Los Angeles
Today the L.A. retail scene is undergoing a very tumultuous and interesting phase. On one hand, elegant old stores like “Robinson’s,” on Wilshire Boulevard are being torn down and taking part of the city’s history with them. On the other hand unusual, neighborhood shops like “Attire Los Angeles” on 5879 Washington Blvd., are redefining the industry. Conveniently located near the corner of Washington and LaCienega in the Culver City Arts District it’s made a natural transition in the next chapter of the historical building it occupies. According to a prominent plaque on the front of the structure it was “established in the 1920s by John King as the family restaurant “King’s Tropical Inn.” In the 1930’s it was rebuilt after a fire and enjoyed a renovation as a “Byzantine Style Domed” building until the Northridge earthquake in 1994. It was declared a “Cultural Landmark Resource” in 1990 by the City of Culver City.”
Attire Los Angeles was started by owner, Samera Arkel, in 2011 after she closed her store “Los Chance.” At 1,500 square feet it reflects her high taste level, concern for the environment and appreciation for the arts. A native of Southern California she wants visitors to experience something they can’t get on a typical shopping trip.
“We’re trying to be an out-ofthe- box retail store,” Assistant and buyer Cherie Nichols said. “Since we aren’t in a mall, and are very unique, customers who visit like the environment and feel inspired by it.”
To understand her philosophy it’s important to know a little about Arkel’s professional background. She began her career in 1995 as an intern/ gal Friday for Katayone Adeli. She was promoted to design assistant then assistant for both partners of the company. Through these jobs she was able to learn about both the practical side of the business and design aspects of the business. At the time, Adeli was one of the best and well-known designers in L.A. and one of the first to have a contemporary line in “Barney’s.”
Popular with Gwyneth Paltrow, Christina Ricci and other trendsetters she also appealed to everyday women who wanted something different. I bought one of my favorite skirts, a beige corduroy A-line with a frayed hem she designed, at “Sacks SFO” once and I still wear it a lot because it’s timeless and chic enough to withstand countless trends. After visiting “Attire Los Angeles,” and interviewing Arkel, it was apparent to me that she’s carrying on Adeli’s practice of providing women with “sophisticated women’s wear” whether they’re traditional, bohemian, and artistic or on a budget.
From 2000 until her lease was up in 2011, she ran “Last Chance,” an outlet space that carried luxury designer items. Arkel ran Last Chance while she was working in Adelia’s showroom. She started representing other brands and coordinating sample shows for young designers. It was located across the street from La Dijonaise French bistro restaurant near Helms Blvd. in Culver City.
“I wanted to open up a store that wasn’t in the mainstream,” she remembers. “Despite its isolation and industrial feel back then I still felt Culver City had potential.”
When “Last Chance” closed Arkel decided to start again. When a location opened at Washington and LaCienega Boulevard she jumped at the opportunity. Previously the location had been a used tire store and another tire business, hence the clever name “Attire Los Angeles,” which makes you think of clothing and tires at the same time. Both businesses donated the tires, and other recycled items, which became part of the store’s décor. At the entrance of the back door, on the day I visited and interviewed assistant and buyer, Cherie Nichols, three tires painted white were stacked up around a miniature tree, and another tire was in the store framing a brown leather purse on the floor.
“The whole store centers around recycled and repurposed things,” said Nichols, as she showed me the shelf of glass bottles behind the cash wrap desk, the toilet seats in the fitting rooms and the tanks on the wall filled with plastic bottles. “We’re definitely interested in the environment here,” she continued.
Some of the merchandise follows this same aesthetic such as Paul Guillemetti’s jewelry made out of recycled wood and resin, and recyclable bags that can be folded up and carried to the Farmer’s Market. Nichols, a native also who hails from Malibu, believes that since “L.A. style is extremely eclectic and the trends stream in various directions according to where you are,” a store needs to accommodate its customers accordingly. In Culver City that means a more casual look compared to the more beachoriented one in Santa Monica. Catering to most ages and lifestyles, she says, “They can get anyone from professionals to students in on the same day.”
“We have a price point for everyone, and at $40-$200 we’re definitely mid-range,” Nichols said. “We’re not just high-end. We’re interested in the mass demographics.”
The store is set up to showcase the mix and match of various separates, and how they work together by color and silhouette. Nichols suggested to those who’ve never been to “Attire Los Angeles” that they should look around the whole store and let her tell you their story before buying anything. Most of the designers they carry don’t have their own stores, and by being here, they can have a showcase and sell their items. The way they acquire their merchandise is that sometimes it’s brought in by people and bought out right or placed on consignment. They usually get in things every couple of weeks, and since they don’t like to buy the same things twice, their selection’s always changing.
“I wanted to help young designers who were creating things at home in their kitchens, etc., and supply them with a place you could find their things,” said Arkel.
The comments and feedback she’s gotten from her old and new customers are good, which probably explains why all of them are regulars. They tell her they love coming into the store because it’s a great place to shop, with excellent customer service and a selection of better quality merchandise than their competitors. You also don’t have to worry about finding the items you get there anywhere else because they’re exclusive to Attire Los Angeles. Non-verbal salesmanship is also a priority at the store, in the form of art work and small mise en scene displays.
“Customers usually come in after seeing a store mannequin when they drive by so we always have to keep them well displayed,” said Nichols.
Along with being struck by former employee’s Leah Richmond Cooper’s Art Deco style paintings in black, white and gold, the life sized Charlie Chaplin mural, and a painting of a pair of shoes being displayed on the walls when I visited, I was also impressed by a large circular installation on the back wall of the store, and how well it fit in with the apparel and accessories in front of it.
“When we first opened we had art showings here and we’ve since become part of the Culver City Art Walk,” said Arkel.
In three weeks she plans to open another Attire Los Angeles at 409 Woodbury Road in Altadena, California.
“We’ll carry home goods, vintage finds, food, clothing and other things, “she said. “It’s going to be fun.”
Revolutionary yet comforting Attire Los Angeles has found a way to look forward to the future by becoming a part of Culver City’s past.
Liz B. Profile: Liz B. is an employee and jewelry designer at Attire Los Angeles. She’s been there about a year and sold her jewelry there for about a year also.
V.M.: Where are you from?
L.B.: El Salvador.
V.M.: How long have you been designing jewelry?
L.B.: Seven years.
V.M.: What inspires you?
L.B.: I’m inspired by nature.
Cheri Nichols’s Advice for summer 2014:
“Since it’s summer the best items to buy at Attire Los Angeles are ones in light fabrics.”
Best Sellers at Attire Los Angeles Right Now:
1. A blue leopard print caftan ($89)
2. A light brown leopard print jacket
3. Mary Yamamoto’s line of snakeskin bracelets and purses
Contact Information:
Attire Los Angeles is located at 5879 Washington Blvd. in Culver City, CA. 90232. For more information please call 310-287-2333 or log onto their website at www.attirelosangeles. com. Their hours are from Monday through Sunday from 11 a.m. to 7 p.m.
If you want to see some more of Paul Guillemetti’s jewelry and other art work log onto his website at www.paulguillemetti. com.