Wednesday, March 1, 2000

WWD Los Angeles

Aero & Co.
The philosophy here is simple: If a customer wants it, then design it.
Talk about quick turns.  Aero & Co. is a virtual showcase of spontaneous design based on customer demand.
Cynthia Vincent, the designer behind St. Vincent, and Alisa Loftin, a fashion publicist, teamed up in November to open what they call a “lifestyle” retail store in Los Feliz, the hip community of artists, musicians and actors north of Hollywood.  Concrete floors, floating apparel racks and exposed wooden beams and pipes offer a spacious gallery feel.
“We want our customer to be able to come into the store and buy anything from a great $5 item to a gorgeous $6,000 Oscar gown,” said Loftin.
Using the store as a testing ground, Vincent, Loftin and store manager; Paula Haberichter, take custom orders and frequently design items under their own label, Aero & Co.
Vincent, who designs and sells to other stores, has even launched her own line of accessories under her initials C.V., which she tests in the store for immediate feedback.
The store features many local designers, not only in apparel but also in home furnishings and beauty products.