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• March 6, 2008
• Just Opened

Steven Alan, Los Angeles

The New York retailer heads west with his eponymous emporium of easy chic. By Danielle Prescod

Southern Californians might already be lucky (that great weather thing), but now there's another reason to rejoice: New York retail baron Steven Alan has finally staked his claim in L.A. Alan's new West Hollywood location (his first freestanding store beyond NYC limits) opens today, and like his four other shops scattered around Manhattan, his new SoCal outpost will offer an inspired mix of everyday staples for the stylish set. "Los Angeles was really a natural extension for me," the native New Yorker says. "I've lived here before, both in Venice and downtown L.A., so I've always had a strong connection to the city."

The new Steven Alan store, located on the northern stretch of shop-happy Robertson, can count Maxfield and John Varvatos as neighbors, but Alan's signature lived-in style has a place all its own in the new warmer climes. He describes his own in-house label as "disheveled perfection," a look that seems right at home in his new more relaxed digs. Along with his own collection, Alan will also carry a range of other handpicked contemporary designer lines, all chosen for its new Southern California customers. Known for his steadfast basics (lightweight perfectly cut plaid shirts, classic denim, summer shirt dresses), Alan's L.A. stock will also include pieces from the sustainable line Loomstate and Daryl K's sister label, Kerrigan, as well as a wide selection of swimwear.

Offering a flash-free respite from Robertson's other glitzier boutiques, the shop has a similar welcoming feel to that of his New York outposts, with worn wood-beamed floors and smattering of vintage furnishings and décor. As for the world beyond his friendly, fashion-packed doors, Alan affirms it's the perfect spot for him as well as his new customers. "From the beginning with my first shop, the surrounding community and neighborhood has always played a big part in my stores and where we open them," he says. "To me, the area is always just as vital as the store itself." And his expansion out west is quick to double: His Venice shop is set to open next month.

Steven Alan, 638 North Robertson Boulevard, West Hollywood. For more information, go to www.stevenalan.com.

The New York retailer heads west with his eponymous emporium of easy chic.