Local Gem: Wacko in Los Angeles, CA

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From the minute you set foot in this oddity located at the end of Hollywood Boulevard well beyond where the tourists venture, it’s like it’s daring you to define what it is. Is it a bookstore? The first few (extremely narrow) rows of shelves would seem to suggest that. Is it a place to get weird collectibles and tchotchkes? Yeah, it’s that too. Wait a minute – is that a full-on art gallery in the back? Yes, indeed it is. Welcome to Wacko.

Wacko is located at 4633 Hollywood Blvd, Los Angeles, CA 90027 

Needless to say, Wacko is unique even among its eclectic neighbors, which include everything from a Goodwill thrift store to an old school barber shop to a preschool (yes, a preschool). Even its name keeps you guessing – is it “Wacko,” is it “Soap Plant,” or is it both? 

The Story Behind Wacko

Owner Billy Shire isn’t done throwing curveballs, either. Would you believe that Wacko is a family business that’s been in California for over 50 years? Billy’s aunt owned a health and beauty goods store called The Body Shop of Berkeley in Northern California in the 1970s, and after Billy and his brother were asked to remodel it for her, they came back to LA and convinced their mom to open a store to sell soap and other beauty products (hence the “Soap Plant” name). But this wasn’t a traditional beauty shop, as Billy did leatherwork and his ceramicist brother plied his growing trade in the back of the store. 

“In the early ’70s, we were in something called ‘the other end of Sunset,’” says Shire, who was born and raised in Echo Park. “It was like an alternative to the Sunset Strip. It was less expensive, but there were about five or six hipster clothing stores and creative handweavers – not much retail in those days.” 

The parameters of the inventory grew following trips Shire took to Mexico in the mid ’70s. “I started bringing back Day of the Dead items, before anyone else was. I was the first one to bring in books and prints about Frida Kahlo.” To this day, Shire admits that one of their most popular items are Mexican wrestler Lucha Libre masks. 

As for the name, well, it just seemed to fit. “It’s pop culture extravaganza,” says Shire. “it’s visual pop culture.” 

What You’ll Find Inside 

From Sunset Boulevard to Melrose – which saw a hip resurgence in the ’80s and ’90s – Wacko/Soap Plant eventually settled into its current spot on Hollywood Boulevard. To Shire, Wacko is more of a bookstore than anything else, while still acknowledging that the “anything else” part grows by the day. “I’d say probably 40 to 45 percent of my business is books,” he says. “Children’s books, cookbooks, art books, tattoo books, photography. We have a huge ‘Death and Anatomy’ section.” As soon as you step in the store, you are met with rows and rows of books, celebrating art and fringe culture – definitely a place to find unique and unusual items you’d never see in a Barnes & Noble.  

Venturing further, you’ll find shelves adorned with Day of the Dead items – nodding back to the store’s earliest days – as well as novelty items, T-shirts, vintage clothing, pop culture collectibles like action figures from movies like Halloween to Mars Attacks! and eventually an actual art gallery spotlighting local artists. Shire also hosts spoken word events and other cultural happenings at the store. During the early days of the COVID pandemic, Wacko found itself unexpectedly in demand thanks to its stock of rare and unique jigsaw puzzles.  

Through it all, Shire strives to keep the store accessible. “The idea behind the store is that it’s low price, reasonable. Not cheap – it’s not a 99-cent store – but we like to keep it fairly inexpensive. You can come in with $100 and get ten to 20 gifts. The last ten days before Christmas we have line-ups at the register.” 

For example, you can snag a 50 Drag Queens Who Changed the World book for only $14.99…

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A vintage mineralogy chart jigsaw puzzle for just $26.00…

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Or a bar of their homemade Soap Plant cucumber soap for just $8.50

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A Peek Into Wacko’s Community

Wacko has been a part of a few different L.A. communities over the years, and experienced periods when, say, the hip restaurants of Melrose would drive business (they were open every day, and open late, so they became a beacon for the post-dinner curious). These days, the area isn’t as conducive to foot traffic, but Wacko’s reputation is such now that people seek it out. 

And Shire is happy to get involved with his eclectic neighbors. “We have something that’s called the Los Feliz BID (Business Improvement District), and we offer discounts to neighboring businesses, host community events… things like that.” 

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How to Shop Wacko If You Don’t Live in L.A.

Wacko is nothing if not adaptable. In lieu of foot traffic and curious window shoppers, Wacko maintains a strong digital presence. You can shop the store on their official site, wackola.com, and even purchase gift cards. 

The store is also very active and accessible on Instagram, Facebook, Pinterest, and TikTok – showcasing new products, spotlighting events, and allowing people to virtually enjoy the unusual space. 

As Shire himself puts it, “The selection is basically all based on my taste.” 

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Wacko Online Gift Card – $50

Know someone who would love Wacko LA? You can buy gift cards (redeemable for online shopping only) for $25, $50, $100 or $250. After you purchase a redemption code will be emailed to you.

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