One of the busiest stores on Rodeo Drive is also one of the oldest.

Theodore, which doesn't advertise, still draws a faithful clientele of celebs and fashionistas because it consistently ushers in new trends. The last independently owned store on Rodeo, it has evolved beyond its early notoriety for hot salesgirls to a haven for avant-garde designers like Ann Demeulemeester, Alexander McQueen and People of the Labyrinth. The store also offers sportswear from Plein Sud and Theory, and was one of the first to carry Seven jeans—before everyone had to have a pair.