By  on November 19, 2007

LOS ANGELES — A decade ago, the average L.A. Sporting Club customer had three basic items on his shopping agenda: 2(x)ist briefs, a tight-fit T with an ironic or suggestive slogan splayed across the chest and a square-cut, Lycra-blend swimsuit—de rigueur for any August weekend spent sunning at a pool party in the Bird Streets or at nearby Will Rogers State Beach.

Times have changed. West Hollywood, where the shop is located, has never been a frugal enclave, but the emergence of the $14 martini and the $1.5 million bungalow inspired LASC’s owners to phase out moderately priced apparel in favor of designer sportswear, a move that’s simultaneously attracted new customers and spurned some longtime devotees.

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