Fashion designer, boutique owner

James Reva, 67, a California fashion designer who owned boutiques starting in the early 1970s and later sold his label through specialty stores in Beverly Hills and New York City, was found dead March 17 at his Los Angeles studio. The cause was a heart attack, according to his friend William Collins.

Reva, born July 15, 1940, in Los Angeles, graduated from Woodbury College.

He launched his business in 1972 and captured national attention with his version of the “rich hippie” look, a mix of dressy fabrics with denims. He opened his first designer boutique in Arcadia and eventually moved the shop to Beverly Hills, where the clientele included actresses Jane Fonda and Lee Grant.

After closing his storefront in the early 1980s he went into the wholesale business, selling directly to specialty stores. Starting in 1986 he operated out of a converted house on Fairfax Avenue, where he held fashion shows in the backyard and sold directly to clients. His wearable designs and loyal customer base accounted for a steady business.