If there’s any retailer that lives and breathes LA style, it’s the iconic boutique Fred Segal. Since opening its doors on the west coast over 50 years ago, it has become a go-to source for the coolest, of-the-moment fashion for Angelenos. Thus, it’s fitting the brand is launching its own label to deliver a collection of staples rooted in the city’s art and culture. Offering a slew of versatile denim pieces, comfy tees, bodysuits and cashmere separates inspired by Los Angeles in the ’70s, FRED’s debut collection exudes California cool. With jeans made of fabrics developed in Japan for a sturdy yet stretchy result and tops washed and distressed for that perfectly soft, vintage-inspired feel, FRED serves up the easy wardrobe essentials LA girls rely on. Shop our favorite pieces ahead.