The GREATEST Menswear Store Ever?

[Marc Chevalier]

Some more info on the layout of the OVIATT'S store ...

In Oviatt's day, two floors and the mezzanine of the 12-story building--as tall as a building could then legally be in Los Angeles- -were given over to luxury goods displayed against a backdrop of marble, burled wood and art glass. On the first floor were sweaters, shirts and hats, and on the second were Oviatt's custom clothes, suits of superb European fabric and cut, as well as shoes, riding clothes and leather goods. Some were laid out in what the opening- day announcement called the "Outdoor California Palm Grove," which "enhances the charm of the shop and permits the inspection of clothing in natural daylight." Remember that the entire ceiling was made of Lalique glass, so that the colors of clothes could be seen as they actually looked. It's a crime that so many stores nowadays have flourescent lighting, which gives a totally false impression of colors.




The OVIATT'S building and its rooftop tower, with the first outdoor electric clock in Los Angeles:

.

 

[Marc Chevalier]

Below are some photos of James Oviatt's ten-room penthouse apartment, located on the 12th floor and roof of his store's building. The rooms featured burled mahogany furniture and cabinets, parquet wood floors in geometric patterns, carved woodwork, imported fabrics and Lalique glass throughout. Oviatt built a playhouse on the rooftop for his wife's daughter and their son, James Oviatt Jr.

 

[Marc Chevalier]

One final anecdote ...

In 1945, James Oviatt spotted a 22-year-old saleswoman in his store named Mary Richards. The decisive store owner summoned her to his penthouse and proposed marriage. On her way back down in the elevator, Miss Richards calculated how much merchandise she had on layaway. (By the '40s, the store was also selling a limited selection of ladies' apparel.)

The next day, Mary Richards answered Mr. Oviatt's proposal by sending all her purchases -- along with a hefty bill -- to her new fiance's penthouse.


.

 

[Wild Root]

Oh brother, that's great! lol What a gal she must have been!

Say, those are some great photos Marc! Also, on a side note, Oviatt's was the first Art Deco structure in LA from what I hear.

Marc, was this building built before the Alexander merger in 1928?

=WR=

 

[Marc Chevalier]

You're right about it being the first Art Deco structure in L.A.

Actually, James Oviatt bought out his partner, Mr. Alexander, in 1928. From then on, the store was only known as OVIATT'S.

.

 

[Sefton]

Thanks a lot, Marc! Now that I've seen those fine clothes I hate everything I own...


That knit waistcoat is wonderful. Never seen anything like it.

Seriously, this is a great thread! It must have been good to be one of the "beautiful people" back then. And by beautiful I mean stinking filthy rich of course.

 

[herringbonekid]

a penthouse apartment on the top floor ? that guy had style.

 

[Lauren]

I agree, this is one of the best threads we've had.

This is really fascinating. It's the way clothes should be studied! Connecting the history, to the people, to the architecture, to the clothing. Well, done! Ain't history the best?

 

[Wild Root]

a penthouse apartment on the top floor ? that guy had style.

Well, yes but, mostly he had money!lol

 

[Flitcraft]

Thank you, Mr. Chevalier!

And a tip of the fedora for good measure!
What a great post!
Thanks for taking the time to post this.
I loved the suit in the pictures pictures.
Pretty ritzy for a race track bookie!

 

[Marc Chevalier]

Stinking rich, indeed.

I saw a 1938 newspaper ad for OVIATT'S men's suits. Each suit cost $250 -- in 1938!



.

 

[Wild Root]

Yeah, that's a nice little chunk of change for a Depression year! And you know the sad thing is there are suits being custom made today that are in a price range that is comparable today to the 1938 Oviatt price, you could by a nice car or a suit type of comparison. However, the fit and craftsmanship isn't very close to what Oviatt's offered in 1938!!! Can make a man cry!

=WR=

 

[EdinLA44]

Marc,

Bravo! :eusa_clap Thanks for making this post. The photos, stories and information are all wonderful. I'm blown away by the beautiful clothes and the Art Deco furnishings. Wow. I wonder where they all went. There's got to be a treasure trove of them around here somewhere, just waiting to be discovered.

Ed

 

[Hemingway Jones]

What beautiful and amazing clothes!
I can't imagine your closet; it must be of gigantic proportions.

 

[Marc Chevalier]

Sadly, these aren't my clothes. They belong to my friend Ben McGinty. Ben buys estates. He used to sell vintage clothing, but no longer.

 

[Orgetorix]

Wonderful post, Marc! Makes me even more certain I was born in the wrong part of the century.

 

[moustache]

Wow!!!

Can you imagine finding such treasures at a garage sale or thrift store???
THIS is what dreams are made of.

JD

 

[Matt Deckard]

Isn't their anniversay coming up Marc?
Oviatt?

 

[dhermann1]

So this is the Cicada Club where Maxwell DeMille holds his events! Waaaaay cool! really, it's an absobloominlutely amazing miracle the place still exists, given that it's in the City of Angels. I'm about to make an offer on a gorgeous 1937 Deco apartment in Da Bronx, and those pix of Ovaitt's apartment are highly inspiring. I'll see what I can come up with in lieu of Lalique. Maybe Plastique?

 

[Tomasso]

James Oviatt .. He looked a lot like William Frawley (Fred Mertz on "I Love Lucy").

I would beg to differ. Here he is on the right with Al Kaufman (left) and your Uncle Maurice (center).