We launch the start of JenuineWest in a time that is defined as a "recession". In the world of Fashion many do not come to terms with the unspoken word but I am sure, many feel it.

Elsa Schiaparelli said "In difficult times fashion is always outrageous." I agree. Despite the economic state of the country, designers keep on designing and clients keep on consuming, maybe not as much as they used to, but the slaves to fashion will never give up the ultimate quest to buy something new even if spending money during these times seems extreme.

Our website is an ultimate west coast fashion indulgence. We invite you to join us in discovering and experiencing what the west coast has to offer, in the realms of style. Let's unearth local gems: designers, retail, trends, and what style means to Los Angeles and the West Coast. We won't forget the rest of the world; we pledge to bring the fashion intelligence you want to comprehend.

So without further ado, we launch JenuineWest. Thank you for being a part of a fashion world, which we are lucky to contribute to - may it always be outrageous.