The landmark store is revealing a few nips and tucks and an exclusive anniversary collection to celebrate.
“I’m not obligated to go to the stores; I have no landlord, employees or inventory. But I’m emotionally invested for the rest of my life,” Herman told WWD. “Fifty years I spent in those four walls….I will never be separated from the memories.”
Japan native Toshi Fujita, vice president of Sazaby League North America, who has lived in Santa Monica for nearly 40 years, is now running the U.S. business as chief executive officer. Ruben Leal and Ami Lasser are directors of men’s and women’s buying, respectively. The California dream that Ron Herman and others were selling almost exclusively from the 1990s to early Aughts has also now gone mainstream, with denim, hoodies and sneakers reigning supreme, even on high fashion runways.
Surfing the SoCal vibe always, the store features Herman’s famed “Style of Life” slogan and rainbow stripe graphics. Adding to the L.A. feeling are decadent pieces like a Cult Gaia feather halter top, itty-bitty Frankie’s Bikinis and a room dedicated to colorful sweats by FreeCity, the upbeat brand started by Nina Garduno, who worked retail for nearly three decades at Ron Herman.
In the men’s department, buyer Leal has recreated the denim bar that Herman first debuted when he started in the business as a merchandiser with Fred Segal. Later, he met Mine, the Japan-based president of Ron Herman, who tapped him to be the liaison with the U.S.
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