Ozma Founder Heidi Baker Opens Ethereal New Retailer in L.A.’s Frogtown

California’s indoor-outdoor way of life is entrance and heart on the attractive Ozma retailer now open in Los Angeles‘ Frogtown neighborhood.

Ozma founder Heidi Baker spent seven years as world senior designer at Levi Strauss & Co. earlier than leaving to set on her personal path in style, launching her enterprise in 2015, specializing in sustainably sourced and biodegradable textiles. She makes use of uncooked silk, washed linen, drapey cupro and hemp to create the type of earthy-hued elevated T-shirts, area pants, slipdresses and wrap skirts which have turn into a part of the on a regular basis uniform of creatives like Mom journal founder Katie Hintz-Zambrano; jewellery designer Sophie Monet; Val Quant Zecchetto of footwear model Loq, and extra.

The house, which isn’t removed from Frogtown’s well-liked Wax Paper sandwich store, Justine’s Wine Bar and the restaurant Salazar, incorporates a patio designed by Orca’s Molly Rose Sendlacek that makes one wish to keep some time and benefit from the native crops, strawberry bushes and fashionable Adirondack chairs.

Ozma L.A. retail store.

Ozma’s L.A. retail retailer.


“Orca does these full transformative areas for lots of residences, so it’s so good to have this in a retail retailer. We regularly arrange on the picnic desk to work or eat lunch,” Baker stated, giving a tour of the place. “Most of us reside like on this space so it feels very central, and we are able to stroll on the river and it feels virtually such as you’re subsequent to water — not precisely the ocean however in my goals,” she laughs of the almost empty L.A. River with its well-liked biking and strolling trails.

The indoors was designed by Elizabeth Roberts, who has additionally performed industrial work for Ulla Johnson and Rachel Comey. Roberts celebrated the rawness of the present inside by preserving the wooden beams and concrete wall, that are a pleasant distinction to Ozma’s delicate clothes in earthy shades of manzanita, putty, basil and hay. And he or she added delicate sectional seating resembling tumbled pure rocks that divides the retail and studio sides of the house.

Inside Ozma's store in Los Angeles

Inside Ozma.


Baker’s full assortment is represented, with costs from $85 to $328, together with her increasing vary of honest commerce, Made in Peru knitwear, such because the great-looking natural cotton bouclé pointelle button-down Caro vest, and the open-weave Reese tank costume.

She additionally has equipment — Ozma’s personal Made in L.A. belts, signature vintage-inspired hand-dyed bandanas constituted of uncooked silk sourced from a regenerative farm, and T-shirt silk material remnant baggage woven by a rug maker in Oaxaca. “We attempt to do some attention-grabbing issues with our scraps,” Baker stated.

In retailer now are also barrettes with shells by Mexico Metropolis-based artist Alana Burns, and Ozma x Lorna Murray hats made with T-shirt scraps.

Ozma, spring 2024

“I labored at Levi’s, which was essentially the most superb place to work…however at a sure level, I used to be like, I can’t actually make denims anymore, I used to be simply type of sick of it,” stated Baker. “I began working in another corporations doing freelance, and I simply didn’t like individuals have been handled, and the way a lot waste was occurring. I wished to do one thing my method, in essentially the most accountable method.”

She considers Ozma as sustainable as a clothes model producing extra stuff may be. “I prefer to lean into the concept of being consciously created, as a result of we do as a lot as we presumably can. By preserving issues small, that’s useful, by preserving issues not fashionable, that’s useful, by choosing materials we imagine in, that’s useful,” Baker stated.

Ozma, spring 2024

She began with natural materials, however as soon as her quantity grew, she was in a position to develop her personal with regenerative farms. “We’re not a high-growth firm, which I prefer it that method, however getting the scale the place I can develop my very own 1,000 or so yards of material has been actually enjoyable.” Baker is growing a hemp and Tencel denim for fall.

Ozma’s manufacturing and success can also be on-site.

“It’s good that the corporate is manageable for me and everybody seems like a tiny household right here,” she stated, casting a look round at her handful of workers. “And stress-free. I simply wish to preserve making issues in the way in which that I wish to.”

Ozma, spring 2024

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