Where? On West 3rd Street between Fairfax and Crescent Heights, an area lined with small, edgy boutiques and hip cafes where Los Angeles locals go to hang out and be seen.
Who started it? Filly is co-owned by best friends J'nai Cameron and Rachel Bratcher. The bosom buddies met 10 years ago, when they were hired to work in retail - a job both describe as the worst. Cameron has worked as manager of Fred Segal's children's department, Life Size, while Bratcher has experience in the homeware and gift industries.
Fashion finds: the boutique carries men's and women's fashion and accessories from many up-and-coming designers, including Sunshine & Shadow, Lauren Moffat, Alice Roi, Spijkers en Spijkers, Falls, Carson Potter, Laura Seymour, Chimala, Fremont, Nave, Secrets of Charm and Joseph as well as denim labels such as Nobody, Cal Nouveau and Blank by Odyn. Look for jewellery and footwear from Dirty Librarian Chains, Fallon, Bettye Muller and Saltwater.
The vibe: the owners, who designed the store, describe its look as 'ranch chic'. Slate grey walls are complemented by shelves and furniture made from raw, salvaged wood. Turkish chandeliers and smooth leather armchairs add an element of elegance. True to its name, the boutique is scattered with equine effects such as paintings and figurines.
The crowd: stylish girls who look good without trying too hard.
Extras: Filly's website offers online shopping for those who can't make it to the boutique.
Filly is at 8032 West 3rd Street, Los Angeles, California, United States, tel: 1 323 653 7200; www.fillyfilly.com.