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By Norb Garrett
“If you know better, do better.”
For vintage fashion designer Shamani Hall, 34, this phrase not only explains her current state of mind, but also defines her personality and purpose in life. Born in Alaska (her name is Inuit), raised outside of Seattle, trained in Los Angeles and New York at FIDM (Fashion Institute of Design and Merchandising) and FIT (Fashion Institute of Technology) respectively, Hall cut into fashion industry that was in Los Angeles works. It was in LA that she found her own style and in 2007 teamed up with a friend to launch a brand that attracted LA’s celebrity sets, including influencers like the Kardashians. After 10 years the “brand has run its course” and a change of scenery was announced. She decided to start a new design company when a friend asked her to help open a new business in Costa Rica, and Hall seized the opportunity.
“As I was [in Costa Rica], I could have room to dive deeper and really think about what I want to do with my life and my career, ”said Hall, who recently became a vegan and is committed to a more meaningful life through conscious consumption. “If it feels right, I’ll do it.”
Hall returned to LA in 2020 when COVID imposed lockdowns across the state, leaving her alone in her LA apartment to work on her own brand. “I was forced to focus on my own thing,” she says. “I even started filming myself with the product; During COVID you had to be resourceful. ”Her limited edition vintage clothing line sold out online, but she felt trapped in LA and needed a change. San Clemente was just the elixir.
“My ex-boyfriend was surfing Trestles the whole time and we always loved coming here,” she said. “I always felt a great atmosphere here and knew that one day I would end up in San Clemente.”
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