Fashion : New Life Along the Walk of Fame

For most Los Angelenos, Hollywood Boulevard conjures up all the sleaze and shady glamour of a Raymond Chandler novel--not hip fashion looks and good buys. The boulevard has always been OK for the likes of Philip Marlowe, Chandler’s tough detective, and for clone-clothed tourists, but the trendy just haven’t been attracted to it.

Now all that is changing.

Tucked between Mann’s Chinese Theater on the west and the legitimate theaters (Pantages, Henry Fonda) on the east, a growing number of clothing stores are cropping up. They range from the off-off-price in polyester (“2 suits $99!”) to chic Euro-imports and American clothes that rival anything on Melrose, even down to black-and-studs rock-’n’-roll wear. And all sorts of people are taking advantage of the low prices and unusual shopping options that line this one-mile stretch of the Walk of Fame.

“There seems to be an increase in new retailers, especially on the western end,” says Larry Kaplan, president and chief executive of the Hollywood Chamber of Commerce. “The box-office value of the name is so strong, it provides an incentive.”

Aside from name recognition, the boulevard has its own individual ambiance. The air of faded elegance brings back memories of Gloria Swanson’s “Sunset Boulevard.” And certain, older establishments from Hollywood’s glory days--Musso & Frank Grill, the Hollywood Roosevelt Hotel--help maintain a vintage, Tinsel Town aura.

Foot traffic in the area is just as eclectic as the store selection. Along with the rockers and bikers (there’s an official Harley Davidson paraphernalia outlet for Hog fans) and the Scientologists (you can go for a free personality test at the Dianetics center), the first wave of shopping pioneers from Melrose are starting to wander the street. Their look ranges from Val gal punk to patrician.

Adding to the mix are locals shopping for light bulbs at Newberry’s and tourists getting their pictures taken with cardboard cutouts of their favorite stars. You’re liable to pass a group of parochial schoolchildren on one block and a transvestite on the next.

But not to worry. Kaplan notes that the boulevard is probably the safest street in Hollywood because of high visibility and the pedestrian traffic. It’s urban but it’s not fatal.

‘A Big Street’

“Hollywood Boulevard is a big street; it has more to offer than Melrose,” says Sinh Bui, who opened a rock clothing shop, Blaxx, earlier this year. His other store is on Philadelphia’s trendy South Street.

“I see young people coming back to Hollywood. It’s the right location for the kind of store I have.”

Bui has a lot of competition in the rock clothing category. There are several stores specializing in the look along the stretch from Gower Street to the Chinese Theater.

On a whole other note, Giorgio Armani seriously considered the location several years ago as a site for his first Los Angeles boutique, explaining that he was quite taken with the boulevard’s romantic history. In the end, however, he selected Rodeo Drive. But retailer Kambiz Batmangelich is one who believes Hollywood Boulevard is ready for big changes. He is working on a million-dollar renovation a block away from his current store, Antenna, which carries upscale American and European clothes. At 12,500 square feet, the new store will be the largest clothing outlet on the boulevard when it opens in mid-October.

Mystery buffs take note: The new store is just a few doors away from the 1921 Italian palazzo where Chandler’s Marlowe supposedly had his office.

Other signs of new life in the neighborhood include Gorky’s Cafe on Cahuenga Boulevard, a late night spot for adventuresome yuppies. “Gorky’s is one of the good signs for Hollywood,” says Batmanghelich. “It’s always packed.”

The entertainment and eating establishments complement the retail outlets. In addition to Gorky’s, there is the Musso & Frank Grill, 6667 Hollywood Blvd., patronized by movie-industry people. The Hollywood Roosevelt Hotel, 7000 Hollywood Blvd., is a good place for lunch or a drink. In 1986, the 1927 hotel got a $40-million renovation. Even McDonald’s, 6776 Hollywood Blvd., caters to the street’s style, with a neon Art Deco look.

And it’s easier to find parking than on Melrose.

Hollywood Boulevard sampler:

Antenna, 6426 Hollywood Blvd., soon to relocate at 6363 Hollywood Blvd. Carries an eclectic mix of trendy American and import clothing for men and women from such makers as Cafe, Mr. Mr., Betsy Johnson, Monteneoro, Paraje, Fuji and Subway.

Blaxx, 6524 Hollywood Blvd. As the name implies, the store carries a lot of black clothing for the heavy metal crowd: stretch jeans, leather, chains and big boots.

Playmates, 6438 Hollywood Blvd. A store that proves spandex is a privilege, not a right (do those shorts come with a p.s.i. rating?). It’s sort of a Frederick’s for rockers, with a lot of skimpy looks in neon colors that cross the line from under to outer wear.

JC Amber, 6640 Hollywood Blvd. High-end clothing for men and women on the Establishment end of trendy.

No Problem, 6380 Hollywood Blvd. Carries new-look sports clothes, such as Boy of London.

Hurricane, M.D.’s, Back Stage, et al, scattered along the boulevard, offer the department store look in casual clothes for less than department store prices.

A lot of the stores close early, so the best time to shop is the afternoon. Saturdays are good, but be sure to clear out before dusk, when the cruisers arrive and create traffic jams that virtually close Hollywood down.