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This Digital Publicist Went to South Willard 3 Times in 5 Days

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Los Angeles has more stores than anyone could physically tackle, but somehow we always keep returning to the usual suspects. To break out of the rut, we've asked some local shopping and fashion gurus to provide their hidden retail gems—those unique stores around LA that we might not all know about. Cue the Beatles: We're about to get a little help from our friends.

Image via HighSnobiety

This digital publicist may be based in New York, but that doesn't mean he doesn't get his LA fix....well, he doesn't get it nearly enough. But when Matt Scott Jacobs lands down at LAX (usually to visit his brother), he ventures to South Willard, a shop that stocks Jason Meadows lamps, Frank Leder clothes, and Band of Outsiders polos. And while he may err on the side of caution when it comes to his sartorial choices, MSJ isn't afraid to rock mandals, courtesy of this niche LA shop.

"I know that I am not supposed to like Los Angeles; I know that in the color-war of life I am on Team New York. Strict partisanship becomes difficult, however, where menswear shopping is concerned. To put it bluntly, L.A. has us beat. Whenever I am out West (less frequently than I'd like to - or should - be , given that my brother is a full-time Angeleno) I make it a point to stop into one of the most skillfully edited men's clothing stores known to man (or, to this man at least): South Willard on Third Street. South Willard first appeared on my radar at least a year before I found my way to L.A., and whatever I read/heard/smelled about it, I put it at the top of my list of must-sees when I finally did. I went three times in the span of a 5-day trip and made a purchase at every visit. Among them? Selections from the small but excellently curated offering of Dries Van Noten; all the basic Band of Outsiders oxford shirting that seems to be sold out everywhere else in my child-size; and the raddest house-label sandals that manage to be chic, yet basic and easy enough to avoid calls of Mandal-foul. On top of that, the sales staff (and laid-back, attentive owner) is always a pleasure; they help without hovering, a balance so few retail professionals seem to have mastered. The best bit of all? The store serves double duty as carrot at the end of the proverbial stick if I happen to be dragging my feet about a pilgrimage to the land of the 3-hour-lunch."

· South Willard [Official Site]

South Willard

8038 West Third Street, Los Angeles, CA 90048 Visit Website

South Willard

8038 W 3rd St, Los Angeles, CA 90048