ReTales: Nir Zilberman, Owner of Just One L.A. - NBC Southern California

ReTales: Nir Zilberman, Owner of Just One L.A.

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    ReTales: Nir Zilberman, Owner of Just One L.A.

    In a time where some stores are shuttering left and right, Nir Zilberman just opened a second location—on the same street. Just One L.A. carries men’s unmentionables of all kinds, as well as casual and work-out wear. The east location offers a full range of Aveda products to go with its full service salon located on the second floor. “More business people shop at the east location and the party people love shopping at the west location," says Zilberman. “There aren’t many upscale men’s underwear spots. At my store, men can go in and find something they love. But 25% of our shoppers are women buying for their boyfriends and husbands. We carry designers from all over the world. There are so many different styles to shop: bikini, boxer… the country cultures are all different. But when you put them all together, it's fun.”

    Why this store, here on Santa Monica?
    Because I felt like WeHo needed something more upscale. It’s the perfect place to put an elegant boutique. There was nothing pretty, and it’s a gay neighborhood. And straight women love the studio.

    What’s been flying off the racks?
    Aussie Bum and Ginch Gonch. All the prints are fun. It’s a tough age in America; everyone is so down and worried, because the war and no one has any money. But you look at this underwear and you smile. I’m not from America but I’m still grateful to live in the US. Even during the hard times, it’s the best place to be.

    What are you most excited about in store right now that maybe isn’t flying off the racks?
    I don’t know… we have a beautiful salon upstairs and the clothes are downstairs. There’s a good energy, it's fun, so people just want to shop. We carry a lot of fun items. Like the Pan America bags. We have to order more every week!

    You have $100 to go shopping anywhere in L.A.—where do you go?
    Just One L.A.

    Make that $1,000.
    Still my store. But if I had $2,000? Tiffany’s or Chanel.

    They tell nervous performers to just picture the audience in their underwear. Sound advice?
    Yes, that’s a great way to relax.

    For more stories from Racked LA, go to la.racked.com.