Affordable fashion-forward apparel for men and women is now available in one convenient Downtown Hollywood location with the opening of Fashion Boulevard.

The 4,000-square-foot store at 1920 Hollywood Boulevard features clothing for men and women, as well as jewelry, sunglasses, handbags and other accessories. The selection includes beachwear and bikinis, which currently are not offered at any other downtown store along the Boulevard.

Fashion Boulevard is the latest family-owned and -operated venture undertaken by brothers Diego and Alexis Rojkes, whose father Mario owns Voom Voom Style, a shoe and women's clothing store across the street at 1937 Hollywood Boulevard. The elder Rojkes owns another Voom Voom Style store on Miami Beach's South Beach and will soon open a shoe outlet store on 163rd Street in Miami.

Before relocating to South Florida, "Our family owned and operated clothing stores in Argentina," Diego Rojkes said. "We used to manufacture clothing too."

The Rojkes brothers signed the lease with building owner La Doris Investments, Corp. on April 20. The leasing agent was Gary Smith of RE/MAX Executive Realty in Downtown Hollywood.

Like a major department store, Fashion Boulevard offers a one-stop clothes shopping experience, but with more affordable prices and a greater emphasis on personalized customer service.

"There's going to be a really big selection," Rojkes said. "Everything is the latest trends."

In the three years since Voom Voom Style opened in Downtown Hollywood, Rojkes has seen dramatic changes take place in the historic arts and entertainment district. "I know Downtown Hollywood very well, and I see a bright future here," Rojkes said. "A lot more people know about Hollywood and are coming to the area."

Fashion Boulevard will be open from 10:00 a.m. to midnight Sunday through Wednesday, 10:00 a.m. to 1:00 a.m. Thursday, and 10:00 a.m. to 2:00 a.m. Friday and Saturday. For additional information, call 954-923-4530.

For more information on Downtown Hollywood businesses or events, call 954-924-2980 or visit www.hollywoodcra.org. There is no charge for on-street downtown parking between 8 p.m. and 8 a.m. Free parking is available in three-hour increments between 8 a.m. and 8 p.m.