Another Azria is growing a branch of the Los Angeles fashion industry’s family tree. Sydney Azria, son of Serge Azria and nephew of Max Azria, left his father’s company, Dutch LLC, to form a sportswear line called Sydney California and a fashion graphics design firm called Rebirth of Art.
The younger Azria, 37, served as director of immediate design at Current/Elliott, where he worked on collaborations, retailer exclusives and immediate product prints and graphic Ts to develop a balance of new washes and novelty for the Dutch LLC-owned denim brand. “I’m a hands-on person; I worked my way up from the preproduction department six years ago and learned a lot about domestic production,” he said.
His new apparel venture is inspired by the innocence of Twenties and Thirties Hollywood and includes broken-in washed-linen blazers, drawstring shorts and skirts, and soft cotton T-shirt dresses and graphic Ts retailing from $48 to $198. “My goal is to make something that could have popped out of the 1930s, all American cotton and fabric, T-shirts printed the old-fashioned way. What we did at Current/Elliott with denim we are now applying to cotton and linen.”
Azria is using the direct-to-consumer e-commerce model for now, with a few pieces in his cousin’s Los Angeles store, Elodie K., and Monelle in Nantucket. His season-less clothes also don’t follow a traditional production schedule. “I don’t know if the whole season thing works anymore, especially for a small company. I may come up with a new blazer print and T graphics for my retailers, similar to creating exclusives at Current/Elliott.”
Azria’s partner in Rebirth of Art is graphic artist Ian Hanna, who worked at both Dutch and Lucky Brand. The two create graphics and textile prints for other companies. Said Azria, “We’re doing what we love for ourselves and for others.”