291 Venice dives into beachwear

Los Angeles is the birthplace of a closet's worth of daywear trends -- now-ubiquitous items such as Juicy Couture tracksuits and American Apparel retro cotton basics that mine and mutate the city's legendary cool. Two-year-old 291 aims to join the list with looks that channel the laid-back chic of Venice Beach, home of label founders Matthieu Le Blan, Christina Apostolidou and Simon Cohen.

They conceived the collection from a studio on Abbot Kinney Boulevard (the 291 in the name comes from the last three digits of the area's ZIP Code), and as might be surmised, their core focus is on apres beach items such as scoop-neck jersey T-shirts ($82) that are tissue-thin so a bikini can peek through.

"We all came from different countries and were inspired by 1970s surf culture," says Apostolidou, a former trend-forecaster at Guess, who hails from Greece. Cohen, her South African husband, was a former partner in the Michael Stars label, and Le Blan is French. "Venice is where we found our home."

True to a label named after a beach community, 291 has three styles of shorts: a classic board short ($71, or $82 with graphic print), a slouchy version ($98 to $109) and a Dolphin-inspired short-short style with a scalloped edge ($69 to $80). The current collection silhouette is pull-on slouchy, exemplified by a women's boyfriend pocket-pant, $118, or $140 with a graphic print designed by Le Blan.

For fall, 291 is ready for those chilly evenings with a cashmere crewneck ($256) worn off the shoulder and a $120 fleece baggy pant with cinched cuff. Men can choose long-sleeve crew-neck T-shirts ($69) and pull-on sweat pants ($127) also with cinched cuffs.

"Venice still has that artistic hippie community," Apostolidou says. " 'Peace and love' is the message we want to communicate."

291 is available at Theodore, 336 N. Camden Drive, Beverly Hills. (310) 276-0663.

www.theodorebh.com

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OPENING

Tavin: Erin Julie Tavin, a stylist and costumer, calls her new boutique L.A.'s answer to Helena Christensen's Butik in New York. The store, which grew out of a Rose Bowl flea market stall, stocks new and vintage designer apparel, accessories and books and quilts in a rustic setting featuring reclaimed furnishings. Clothing prices range from $20 to $400, with the majority of the collection under $150. Studio services are available.

1543 Echo Park Ave., Los Angeles. (213) 482-5832. Noon to 8 p.m. Wednesday through Sunday.