Steve Sockolov
WHAT HAPPENS WHEN a member of the Rochester Big & Tall family meets the design director of Robert Talbott? More menswear, naturally. San Rafael native Steve Sockolov, whose family owned Rochester Big & Tall until 2004, was introduced to Gary Wasserman in 2010, and after a few conversations the two set out to solve what they felt was the biggest mystery in the men’s clothing market: where were all the nice, reasonably priced basics? Left Coast Tee provides customers with a plethora of luxury T-shirts at affordable price points. And with more than 70 years in the business between the two founders, you can bet they have their bases covered — classic takes on the traditional tee and several other knitwear iterations ensure that fans of well-crafted cotton have plenty of options. PHILOSOPHY The brand keeps the focus on T-shirts, a classic everyday item that Sockolov says other menswear manufacturers don’t take seriously enough. “Our products are made with an incredible amount of detail, from vented tails to hand-stitched labels and double-track stitching,” he adds. “The neck doesn’t stretch out of shape, and colors remain true after multiple washings.” THE SCOOP Crafted from 100 percent Peruvian pima cotton, the Left Coast line incudes an extensive inventory of polos, zip-mocks, knitted sports shirts and — of course — short-sleeve tees, which are available in 27 colors. The tees range from $70 to $125 and are sold at Marin shops like Gene Hiller and Louis Thomas. You can also find Left Coast Tee at The Hound in San Francisco, along with Mario’s, Scott Lyall and Williamson and Co. in Napa and Sonoma counties. WHAT THEY SAY “When it’s time for not-so-serious dressing, have some fun by popping a colorful T-shirt under a check or stripe sport shirt,” Sockolov suggests. “The luxurious feel of 100 percent Peruvian pima cotton against the skin is incomparable.”
