The famous Santee Alley in Los Angeles's fashion district has long been a bustling hub for affordable clothing and accessories. But today, the alley and the surrounding 107-block neighborhood are struggling. Business leaders are pinning their hopes on the 2028 Olympic Games to bring a much-needed shock to the area.
A Neighborhood in Decline
The fashion district, which produces 83% of all clothing cut and sewn in the United States, has seen a sharp drop in visitation and sales. Fernando Carmona, owner of AP Design by Rocca, a women's dress store, reported that his daily earnings have fallen from $2,000 to $500 or $700. With a monthly rent of $8,250, the pressure is intense. On a recent Tuesday afternoon, foot traffic was a mere trickle, and Carmona said he cannot afford to slack off even for a moment.
Immigration enforcement raids ordered by the Trump administration last summer have left workers fearful, and sales have not recovered to pre-pandemic levels. The neighborhood, known for its local businesses selling tailored tuxedos and flower bouquets at cheap prices, is in freefall.
Olympic Hope on the Horizon
In two years, Los Angeles will host the Olympic Games, expected to bring millions of visitors and generate billions of dollars. Leaders across the fashion district and LA's broader fashion industry hope the Games will provide a life-saving boost. Anthony Rodriguez, CEO and president of the LA Fashion District, called the Olympics "the light at the end of the tunnel."
As part of the Games, host cities must organize a "cultural Olympiad." LA28 released a cultural plan months past its deadline, with few details. The fashion district was not included on the shortlist of designated "cultural hubs," but Rodriguez believes such a designation would help "jump-start" the neighborhood. He wants Angelenos to rediscover the coolness of the fashion district.
The Legacy of 1984
LA hosted the Olympics in 1984, leaving a lasting legacy. The arts festival inspired the creation of the LA Opera, and a surplus funded youth sports programs. Now, neighborhoods are preparing for an influx of visitors. The downtown convention center, set to host fencing and wrestling, is undergoing a $2.62 billion renovation. A special arts district has been approved to offer entertainment packages for out-of-town guests.
Nick Griffin of the DTLA Alliance emphasized the incalculable economic opportunity the Games represent, calling it advertising you cannot buy.
Ambitious Plans for the Fashion District
Jonathan Saven, CEO of L'Agence and co-founder of the Denim Institute, has proposed a sprawling plan to LA28 that includes multiple events across the city, positioning LA as a "global atelier." He has discussed livestreaming parts of it with YouTube. The Denim Institute, a museum and denim school opening next year, aims to bring international students to learn about local manufacturing. Although LA28 declined to officially sanction his proposal, Saven hopes to galvanize the fashion community.
Daisy Gonzalez of the Garment Workers Center advocates for over 40,000 garment workers. She noted that offshoring, wage theft, and immigration raids have reduced the workforce. She believes the Olympics should produce event merchandise locally, creating much-needed jobs.
Rodriguez stressed that the fashion district has historically been a key economic driver for the city. "This isn't something that I want just for the fashion district. This is something that I want for all of downtown," he said. "This is the last corner of LA where people can live out their dreams."
