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California style settles in city
Owner and manager Shannon Austin stands among her merchandise in the new clothing store California Swagg Fashions at 1255 A N. Federal Blvd., Riverton. Photo by Joshua Scheer

California style settles in city

Jul 12, 2012 - By Joshua Scheer, Staff Writer

Riverton has a new clothing option targeted at the young and trendy: California Swagg Fashions.

A local couple opened the clothing store officially on May 31 at its 1255 A N. Federal Blvd. location.

"Everything we have in here is straight from California," said owner and manager Shannon Austin, 40.

"It's like a whole other style out there," she added.

Austin said she believes the selection of west-coast brands feeds a market that hasn't been met in Riverton. Teenagers and people who move to town from big cities, she said, will find the styles familiar. Her customers have ranged in age from 12 to 60 years old.

Austin owns the shop along with her fiance Jonathan Alexander, 52.

Formerly, Alexander ran the local Don't Blink cage fighting operation.

California Swagg features a variety of clothing and accessories including tops, dresses, jeans, shorts, underwear, sportswear, sunglasses, hats and jewelry.

Austin said Alexander used to be a clothing vender in California, and through his connections he was able to build the inventory for Swagg.

"He was able to get it all at a decent price" so it could be sold at a decent price, Austin said.

Among the brands featured at Swagg are Ecko, Rockstar, Monster, Southpole, Apple Bottom and Hustler.

The brands are what Austin keeps in stock. Other items are available on a limited basis.

"When it's here, it's here," she said.

"We get new stuff in here pretty much once a week," she added.

Women's clothing makes up the majority of the shop, but men's clothing is also available.

"Our main thing that really brings people in is the jeans," Austin said. "They're the hottest jeans."

Currently, the store's stock is focused on summer fashions.

"Next month, we're going to start on fall," she said.

Since the store's opening, Austin said business has been going well, and customers have told her she needs a bigger location.

The current shop consists of one main room and one curtained dressing room.

Austin and Alexander hope to eventually find a larger location, but real estate prices are holding them back for now.

The spot on North Federal has been "key," she said.

"It's been holding its own," she said of the shop.

On nice days, the store will host parking lot sales, which occasionally include miniature all-terrain vehicles.

In the future, Austin said the plan is to hold community-oriented events like fundraisers for schools.

California Swagg Fashions is open 11 a.m. to 7 p.m., Tuesday through Friday. It is open 11 a.m. to 5 p.m. on Saturdays.

For more information, call 347-0354 or e-mail californiaswaggfashions@yahoo.com.

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