By Jonathan Friedman
Lookout Staff

June 14, 2010 -- Fred Segal is a name known throughout the world. It's popular among celebrities, mentioned in countless films and has become a pop culture reference. But the lifestyle hotspot on Fifth and Broadway is also an old-fashioned family business, a mom and pop store to the stars and others with discriminating tastes.

A visit to Fred Segal is a shopping experience like no other. The high-end mall is full of unique boutique shops run by their owners featuring the top name brands in clothing, jewelry, shoes and accessories -- from loungewear and swimsuits to Sunday hats and dinner jackets.

One of the most unique stores is Zero Minus Plus, which offers unique and innovative home and gift items crafted by artisans who stamp their individuality on fair trade and eco products. While Studio Beauty Mix offers a range of skin and hair care products, make up and fragrances for both men and women.

You can also grab a healthy smoothie, fresh foods, sandwiches, salads or a coffee at the Comfort Café, or dive into a good meal at Umami Burgers, which uses authentic Japanese ingredients to impart a savory flavor. And of course, there's always a good chance you'll spot a famous celebrity or two.

“We’re always changing,” says Sharon Segal, daughter of store founder Fred Segal. “That’s what keeps us relevant.”

The Fred Segal fashion fiefdom is a family affair. Michael Segal, the oldest of Fred’s five children, runs the entire operation. His sisters, Nina and Sharon, each own stores. And his daughter, Kirsten, is in charge of the web site and event planning.

Fred, still active at 79, remains involved in the business as an advisor, giving his input on the empire he created five decades ago. He is also focused on philanthropic efforts and is writing a book.

Fred entered the fashion business in the 1950s as a salesman and soon came up with the idea of creating fashion jeans, a new concept at the time. When his boss told him the idea was ridiculous, Fred did what most other visionaries have done -- he put the plan into action on his own.

In 1958, Fred opened his first store in West Hollywood on Santa Monica Boulevard. Two years later, he opened a second store on Melrose in Hollywood (now owned by his nephew, Ron Herman). It was there that he launched the concept of individually-owned mini stores within Fred Segal. The brand name took off.

“He did something that nobody else did,” Sharon says. “It created an incredible amount of buzz, self-generated publicity. Nobody was making fashion jeans. And that’s what he built his name on. That helped create the foundation for this amazing brand to grow.”

Kirsten calls her grandfather, “a very creative, unique individual.”

“There will never be another Fred Segal,” she says. “What he did was one of a kind.”

In 1985, Segal opened a third location at the northeast corner of Fifth and Broadway in Downtown Santa Monica, replacing an old ice skating rink. With the brand name already well known in the fashion and pop culture world, it took no time for the new venue to become a popular destination. Soon, a second building was added across the street.

“We still have the people that have been working here for 25 years from the beginning,” Kirsten says. “But we also have my generation too.

"It’s a good balance of those who have been in the industry for their entire lives and those that know the freshest, hippest, newest fashion," she adds. "That balance really makes Fred Segal what we are today.”

Sharon and Kirsten say Fred Segal has maintained a good relationship with the City and the Bayside District Corporation, which runs the Downtown, and is a big booster of Santa Monica. The company and the City cooperate on numerous events, including community festivals; coordinate tour buses that visit the store, and sponsor the outdoor ice skating rink set up during the Holidays.

“The City and Bayside for us have been big sources of support, and that’s much appreciated, “ Sharon says.

As for what people can expect next for Fred Segal, Sharon isn't giving any secrets away.

“Stay tuned,” she says. “We always have something up our sleeves.”

“He did something that nobody else did,” “It created an incredible amount of buzz, self-generated publicity. Nobody was making fashion jeans. And that’s what he built his name on. That helped create the foundation for this amazing brand to grow.”
        Sharon Segal

"There will never be another Fred Segal, What he did was one of a kind."
        Kirsten Segal