Who Am I? Spring 2016

An order form from the mid-1940s from California sportswear company Casa California.

An order form from the mid-1940s from California sportswear company Casa California.

 

 

 

 

Los Angeles. I think I’m in love. Deco everywhere. Great coffee shops. High energy. Low energy. Cool nights. Denim and leather and spandex. Lush.

Los Angeles. Home to the second largest garment production biz in the country, and the world. This city was built on fashion. Everyone from Galanos to Guess jeans. Exploited labor; designers; the fashion press; marketing firms –there are plenty of players. But where are their papers? I need historical documents.

Los Angeles. Its allure has driven fashion for nearly a century. Front and center for me? The people buying California-made sportswear in Akron, Ohio or Baton Rouge. How did the Californian fashion industry work with retailers around the country to get these garments into their stores and onto their customers? In what tangible, interpretable ways has California fashion defined American fashion?

This is not a coffee table book or a shopping guide. This is historical analysis.