LOS ANGELES, California — No fabric sales trip to California is complete without meeting Jason Asch, principal of Diamond Foam & Fabric and Lou Woznicki, principal of F&S Fabrics, two of the largest fabric specialty operators in the USA based in downtown LA.

F&S Fabrics on West Pico Boulevard  has been decorating Hollywood celebrity homes since 1956 and is contemplating its third generation of family ownership once Louis Woznicki’s daughter Jamie takes hold next year.

Lou worked for his dad after school on his way to a law degree which turned out to be a journalism degree. “After working 16 hour days, seven days a week, F&S looked like a great way to be my own boss and that’s the same conclusion my daughter has come to,” Woznicki said. Lou Woznicki of F&S

“My dad didn’t understand fashion but I had an eye for Hawaiian shirt print patterns which flew out the door. Dad understood basic apparel patterns but I had a knack for home fashion goods. I doubled his best year in business when I took over in 1983. The 2,000 square foot original store on West Pico Blvd is now 40,000 square feet in four locations, all on the same block. 

Woznicki carries all major domestic goods. “We used to have a lot from Europe but it got too expensive. Price doesn’t scare me if it is a value.” He steers clear of cheap Chinese goods however.”They have to look like European goods if I buy them at all.  Prints continue to be strong in California even when they are supposedly down.”

Asch of Diamond Foam

Jason Asch’s story is pretty similar to Lou’s. Asch was also going to be a lawyer but got hooked on Diamond Foam on La Brea Avenue working there after school. He’s also a regular at Proposte in May but isn’t able to buy much from exhibitors. “All of those lines are confined so unless I want to buy closeouts, there’s not much for a retailer there. So who wants to work that hard at Proposte?” Still, if you look around Diamond Foam, you’ll find a nice selection of Italian goods. Somehow, Asch is able to buy those lines. Asch also goes to Showtime in January, once a year and seems to feel that’s enough for him. Jason Asch of Diamond Foam

He has a real love for old fabrics. If you have time, take a trip upstairs in the historically significant Julia Morgan designed building. It was once a DeSoto automobile showroom.  She also designed the Getty Museum. Asch keeps unusual fabric items upstairs including silk Fortuny opera coats that collectors must die for. On another note, Asch is a real foodie so if you hang with him, bring your stomach along for a sensational eating experience in LA. He is just fun, fun, fun!