Rakish fashion boutique owner Bill Christiansen says the name of the store means “a little off center.”
And though the Tustin store is undoubtedly one of many stylish sanctuaries offered for Orange County fashionistas, Rakish continually strives to stand out amid local retailers.
"You will find the hottest and freshest designer fashions at Rakish, long before they
appear in the major department stores," according to rakishfashions.com. "In fact, once a designer’s lines are available in major department stores, they will not be found at Rakish!"
The push to stand out is working. Founded in 1963, Rakish is still going strong. Christiansen understands the competitiveness of the fashion industry and pressures of the economy, so he places priority on offering the newest and fiercest styles to his devoted customers.
Trunk shows are held about four times a year, enabling clients to pre-order for the next season. Christiansen also frequently travels to fashion capitals New York City and Paris to visit shows and “discover things” – in particular, fashion lines that cannot be found in Orange County’s major department stores.
“We want something different,” says Christiansen.
Lines currently available at the store are Zenobia, D. Exterior, Casmari, Jaga, Treslise Cooper, Christiansen, 88 Orange, and 360 Sweater. New fall lines include Pete’s, REDValentino and Trico Chic.
Rakish's strong family base is another way the store sets itself apart. The original store, then located in what is now Villa Park, was opened by Christiansen and his family by pooling all of their money together. Later, both Christiansen’s mother and her husband worked as bookkeepers.
Although Christiansen now works with financial partners, Rakish continues to stay family oriented – Christiansen’s sister, Cathy Christiansen, is a representative for Casmari, Jaga and Trelish Cooper and designs couture jewelry titled Christiansen, all of which are sold at Rakish.
The more intimate, family feel is extended to customers with Christiansen at the store every day personally styling every client who needs assistance. An on-site seamstress is also available to alter any items purchased.
Rakish clientele can’t help but feel relaxed in the company of the charming owner and his pet pug, Lucca – another constant.