The history of the Jewish Los Angeles writ small -- very, very small -- might be found on the 500 block of Rose Avenue in Venice. There, behind a typical beach-community discount fashion store, Susan Edelmen is struggling to create a clothing empire. It happened to the brothers Marciano (Guess?), it happened to the Wexners (The Limited), and it happened to hundreds of Jewish entrepreneurs, dating back at least to Levi Strauss himself.
In fact, there’s something vaguely anachronistic about Edelman’s enterprise. Jews were creating an empire of their own in the fashion business in Los Angeles as far back as 1840. Compared with the billions of dollars clothing and fashion brings into the Southern California economy, Hollywood’s contribution is popcorn.
These days, the fashion industry is more commonly home to Pacific Rim-mers, Latin and Central Americans. But Edelman is still pushing ahead. Inspired by her 3-year-old son, Jones, she created Farmer Jones, a line of bright, simple unisex children’s clothing that features farm animals, fruits and vegetables. The 35-year-old first-time mom and Santa Monica resident came up with her own designs, contracted with a manufacturer near New Orleans, invested $5,000 of her savings, then hit the pavement to interest department stores. “I was looking for a design that wasn’t firetrucks for boys, flowers for girls,” she told Up Front.
Unfortunately, the big retailers told her, Americans want their boys in firetrucks. Undeterred, she contacted smaller stores and sought publicity in magazines. So far, her first run or brightly colored infant and children’s jumpers, shirts and T-shirts has sold out, and Edelman has reinvested. The walls of her one room warehouse/workspace are stacked with clothes now, and Farmer Jones even has an internet site (www.farmerjones.com). Is this a new Mizrachi or Judy’s or Polo in the making? Well, if history is any guide...
You can reach Farmer Jones at (310) 392-9464.