"I want this to be my house!" exclaimed a customer as she entered the intoxicating, new Johnny Was store in Santa Monica Place. Eli Levite's innovative brainchild strikes a visual balance between change and tradition, modern and vintage, unrestrained and reserved.
The lure of Johnny Was is defined by the juxtaposition of beautifully crafted, luxurious, flowing clothing and gorgeous accessories with the rough edges of the store’s handcrafted, industrial eclecticism.
After 23 successful years as an L.A.-based wholesale manufacturer, Levite intentionally welcomes a broad customer base by including six divisions which are embraced by the modern gypsy. The Johnny Was Collection offers the ultimate boho chic, while JWLA represents the quintessential California surfer chic. The Biya Collection offers timeless, eclectic and stylish silhouettes that are bold and distinctive. Pete & Greta brings lifestyle basics with an edge, while 4 Love and Liberty caters to the fashion-forward sophisticate. 3J Workshop feminizes the traditional menswear shirt with fine workmanship & fit.
Clearly, great music adds to the mix at Johnny Was. And music filled the Levites' house as Eli Levite was developing and conceptualizing his fashion business back in the late '80s. In those moments - while his kids played and replayed the infectious Bob Marley refrain, "Johnny was a good man..." - Levite's first vintage-inspired collection was conceived as ...Johnny Was.