Ever opens store on Melrose

SOUTHERN CALIFORNIA is considered the birthplace of casual sportswear, and brands like Ever represent the next generation of that tradition, taking basics such as board shorts and hoodies and rendering them in vintage printsand high-end fabrics.

On Thursday, the L.A.-based label, which retails at upmarket shops such as Barneys New York and London’s Selfridges, finally opens the doors to its Melrose Avenue store.

The 1,200-square-foot boutique will stock the goods that have made Ever’s reputation -- jeans, leather jackets, hoodies -- and display them, with the rest of the company’s evolving line, among lighting fixtures salvaged from old factories.

Women’s designer Jamie Haller has moved the 5-year-old label into dressier looks such as this season’s black strapless dress ($385) or a silk neck-tie blouse ($275) paired with a high- waisted “Coachella” jean ($246). New items in the men’s collection include a $176 waffle-thermal shirt and $220 military-inspired cotton and wool pants.

In case you wonder why the clothing tags come with a set of earplugs, they’re for blocking out noise while you’re on the road. Ever’s creative director, Jason Bleick, always designs the line with travel in mind, and the L.A. store will stock tourist guides, luggage -- and, of course, a clothing collection you can take anywhere.

Ever, 8251 Melrose Ave., (323) 587-7151. ever-us.com.

SALES

Oliver Peoples Friday through Sunday: The Los Angeles eyewear manufacturer is having its annual sale at its Malibu and South Coast Plaza stores. Selected frames and sunglasses will sell for up to $120 (prices usually start at $300), and in-store prescription services will be 20% off with frame purchase.

3900 Cross Creek Road, Malibu. (310) 456-1333. 10 a.m. to 6 p.m. Friday through Sunday. 3333 Bristol St., Costa Mesa. (714) 557-7000. 10 a.m. to 9 p.m. Monday through Friday, 10 a.m. to 8 p.m. Saturday, 11 a.m. to 6:30 p.m. Sunday. www.oliverpeoples.com.

EM Productions sample sale Friday and Saturday: EM Productions clears out its sample closet with an “end of summer” sale. Labels selling from 30% to 80% off include Jeffrey Sebelia’s Cosa Nostra, Chulo Pony, Define Apparel, Kosmetique, Marlova, Richard Ruiz and Royal Underground.

1608 N. Las Palmas, Los Angeles. (323) 644-2684. 4 to 8 p.m. Friday. 10 a.m. to 6 p.m. Saturday. www.emprds.com.

P.J. London 60% off sale Thursday through Sunday: The Brentwood consignment boutique discounts its collection of women’s designer apparel and accessories. Labels in stock include Marni and Versace, plus shoes from Manolo Blahnik and Jimmy Choo.

11661 San Vicente Blvd., Brentwood. (310) 826-4649. 10:30 a.m. to 6 p.m. Monday through Saturday. 11 a.m. to 5 p.m. Sunday. www.pjlondon.com.

EVENTS

KZO Pop-up Thursday: Legion Los Angeles, a menswear boutique, launches a KZO temporary store featuring looks from this season and a preview of the Spring 2009 collection. Joel Knoernschild, whose father founded Billabong and Hurley, is the creative force behind KZO, which was chosen this month by Gen Art as a local “Fresh Face” to kick off Los Angeles Fashion Week. KZO’s fall looks at Legion will include its motorcycle-zipper hoodie ($180), duffle coat with leather piping ($580) and quarter-leg navy biker-inspired pants ($250). Presented on monitors, the “Manzanar” menswear collection for spring mixes urban and outdoor apparel stalwarts updated with an L.A.-inspired palette of red, blue and charcoal.

141 1/2 N. Larchmont Blvd., Los Angeles. (323) 871-1900. 11 a.m. to 7 p.m. Monday through Saturday. 11 a.m. to 5 p.m. Sunday. www.legionla.com, www.kzocinematics.com.

My Blend Thursday and Friday: Fred Segal Studio introduces the My Blend personalized skin-care line created by Dr. Olivier Courtin, who heads the laboratory of French cosmetic brand Clarins. My Blend features lotions, creams and cleansers for men and women that can be teamed up more than 225 ways according to skin type, age and stress level. Jet lag? There’s a skin-care remedy. Customers can drop in for a consultation and receive a custom gift bag.

500 Broadway, Santa Monica. (310) 394-8509. 10 a.m. to 7 p.m. Monday through Saturday. Noon to 6 p.m. Sunday. www.fredsegal.com.

Simunye Trust Benefit at Savannah on Thursday and Friday: women’s fashion boutique Savannah is selling a collection of beaded animals (priced at $300 and up)made by Zimbabwean refugees in South Africa. Proceeds will benefit the only pediatric hospital in sub-Saharan Africa.

706 Montana Ave., Santa Monica. (310) 458-2095. 10 a.m. to 6 p.m. simunyetrust.org.