For guys, there are "heritage" outlets, like La Brea Boulevard's General Quarters and Beverly Boulevard's Mister Freedom.

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"If you're in London, you can buy La Brea bread that was made in New Jersey, " Igoe says.

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It has a strong presence in the U.S., where 10% of the country's supermarkets sell its La Brea Bakery bread.

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For example, since IAWS acquired La Brea, the artisan bread maker has tripled its output and is becoming a global brand.

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The L.A. boutique on La Brea Avenue reopened in 2004.

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At first the oddly delightful sensibility of "The Hammer" seems to derive from stand-up comedy -- lots of free-form riffs on topics ranging from toggle bolts to the La Brea tar pits.

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He began codifying a system of self-betterment, and set up an office near the corner of La Brea and Sunset, where he tested his techniques on the actors, directors, and writers he encountered.

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