A Guide to the Best of Southern California : FASHION : The Men in Wolf’s Clothing

FROM A CERTAIN point of view, it’s a great location: in the alley behind Morton’s, the famous West Hollywood restaurant. “People seem to like that we’re a bit private and unexpected,” says Jay Wolf. “We don’t want to be hip--there’s enough of that. We’re traditional , with many twists of unpredictability.” The shop has a light, open, California-like atmosphere, perfect for showcasing the menswear of top English designers and Wolf’s own private-label clothes, which he describes as “updated traditional.”

Jay Wolf, 517 N. Robertson Blvd., West Hollywood; (213) 273-9893.