West Coast Cool at iona
A new east-side boutique stocks modern must-haves for your closet
iona on East Johnson Street brings the cool
PHOTOS BY MARTHA BUSSE
For the perfect mix of California cool and East Coast chic, near-east-side boutique iona is the yin to your closet-needs yang. Opened in August, owner Pamela Wilson lives in iona’s look—frequently donning her uniform of skinny jeans, a flowy top, delicate layered necklaces and tough booties. “Our aesthetic is urban and modern,” she explains. “We embody a strong, cool-girl aesthetic.”
The refreshing palate-cleanser of a space allows the clothing to shine, outfitted simply with white tile floors, utilitarian shelving and signage (all laser-cut at Sector67 by husband Monty), and subtle nods to the feminine-masculine dichotomy with wood and leather accents, like the beautiful cash wrap made of zebra-print-look wood.
Brands are from—yes—the east and west coasts and were all vetted carefully by Wilson, who looks for function and fashion: “The whole idea behind our clothing is that you can wear it to work to nighttime to weekend. If you’re going to invest in something, you want it to last. Everything I carry also has to have longevity—could you wear it in five years and still look fashion-forward?”
With brands like Helmut Lang (her core line), Theyskens’ Theory, Graham & Spencer, A.L.C. and Iosselliani, there’s no doubt that stylish women everywhere will be reaching for iona’s pieces for years to come.