Standard Shoes

 Color, more color please! 

There was nothing standard about “Standard Shoes” owned by Sid and Larry Schwartz. That’s because they hired influential mid century modern architect Bernard Zimmerman and graphic designer Deborah Sussman in 1972 to create a colorful and dreamy shoe paradise. I remember the one on La Cienega before the Beverly Center was built. It’s where my mom purchased my HUSH PUPPIES, Mary Janes and brown Saddle Shoes for school. I remember how colorful it was inside with giant art nouveau murals and lots of colored glass. But, my key memory was playing in a giant boot inside the store.  

 Deborah Sussman, a pioneer in the world of graphic design, got her start in 1953 working at the Eames Office in Venice, designing showrooms, exhibits and graphics. She also designed the graphics for the 1984 Olympics. I loved the colorful giant "S" she designed for Standard Shoes. I think it was made to look like a kids race car track model. 

Below was the giant boot located inside the Standard Shoes on La Cienega 

DJ's at the time, like the Real Don Steele used to read the ads live on the air. Everything about Standard was cool. Most of these amazing photos were taken by legendary photographer Julius Shulman 

 

Everything about Standard was cool. Standard Shoes on La Cienega was the first one I remember the most. It was incredible, like stepping into a a scene from Xanadu. Shoe stores have been disappointing me ever since. Glad I kept an old store bag. 

At one point there were 22 locations around Southern California 

Most photos were taken by the great Julius Shulman

At one point there were 22 locations around Southern California 

Alison Martino is a writer, producer, and pop culture historian. She founded the Facebook page Vintage Los Angeles in 2010. Follow on Instagram