WELCOME TO L.A.: San Francisco e-tailer Cuyana made its way to Los Angeles to hold its first preview and pop-up shop this week. The company, which has built a direct-to-consumer accessories business around the tag line “Fewer, better things,” has gleaned plenty of buzz in tech circles. It’s part of a growing scene of e-tailers focused on the idea of conscious consumerism that also includes San Francisco-based Everlane and Reformation of Los Angeles.

Cuyana on Tuesday afternoon had out on display leather bags and technology cases along with some of its apparel offerings during its summer preview at the Chateau Marmont in West Hollywood. The company began dabbling with apparel last year with one-size-fits all offerings, such as a cape. That’s expanded for summer with silk tees and tanks along with crepe dresses. Outerwear is expected in the fall.

The company partnered with Clique Inc.’s style and shopping site WhoWhatWear on a pop-up shop at the Grove shopping center set for Thursday evening. Clique and Cuyana are both backed by Los Angeles venture capital firm Greycroft Partners.

Cuyana, which has about 30 workers, currently has a showroom at its San Francisco headquarters on Geary Street in Union Square where customers can come and shop its products.