Colorful One-Of-A-Kindness

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Business/Location: The 12 Step Store
Address: 8730 Santa Monica Blvd
City: West Hollywood
State: CA
Zip Code: 90069
Phone: 310-623-1702

Posted by:  Emerson Dameron
Photo:  Emerson Dameron
   The 12 Step Store
Cold beer pours into a frosty pint glass. A sweaty group of dancing friends hoist their bottles, enjoying their big night out, the day's care forgotten. America's commercial environment is no friend of the recovering alcoholic. As someone who's actively dialed back his boozing over time, I know that, when you're pushing through a bad day without the stuff, the carefree promotional initiatives for cocktail culture can turn menacing. WeHo's 12-Step Store serves two purposes: It raises scratch for local recovery programs and it shifts the cultural balance a tad, rendering the AA lifestyle (often perceived, rightly or wrongly, as cultish, humorless and doctrinaire) into a brightly colored world of clever slogans, wacky baubles, Bill Wilson bobbleheads, and enjoyably cheesy fun. Even if you've never hailed the wagon, it's worth a pop-in for its one-of-a-kindness alone.

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