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Malaysia's In Add Minus tests the waters in L.A.'s Westfield Century City

October 15, 2010 |  7:01 am


If you shop at fast-fashion stores for the prices but have a hard time finding a work-appropriate suit or a dress without a loose seam, In Add Minus, a new entry to the field, promises premium fabrics and contemporary style for prices only a heel higher than Zara.

The contemporary boutique chain debuts this week at Westfield Century City with plans for stores in New York in January, then Miami and Costa Mesa in late 2011.

“That’s how we target customers -- better quality, affordable and still trendy as well,” says Nasarudin Nasimuddin, the 27-year-old chairman of the Malaysian company Naza Group, which owns the brand (In Add Minus is an anagram of Nasimuddin). Nasimuddin says In Add Minus is manufactured in Asia but features Italian knits, French fabrics and Japanese denim.  

For fall/winter, In Add Minus offers sweaters, leathers, dresses and blazers. A men’s wool suit from In Add Minus retails for $600, including pants, blazer and shirt. For women, dresses and blouses retail for $100 or less and knitwear is under $200. Leather jackets for both men and women are $395.

Why did Nasiruddin choose the City of Angeles to launch In Add Minus?

“In LA, I found freedom to dress every which way,” says the USC alum, who currently lives in Rancho Palos Verdes. "And I was brought up in a [former] British Colony where everyone is in a suit.”

-- Max Padilla

Photo: The new store. Courtesy of In Add Minus