If there were any incongruities about an East Oakland t-shirt company whose images are based on clandestinely posted street art opening a new retail store on Piedmont Avenue, they weren't too obvious Saturday at 5733's opening party on May 1. The chic new space, on the second floor of a building on the popular retail strip, was thronged by fans of the super-cool t-shirts, hoodies and clothing Lo Nguyen and her partner James Dawson serve up. San Francisco's own icon of coolness, Ms. Violet Blue, sex educator and writer, even made an appearance.

All the clothes are made in East Oakland using water-based, solvent-free inks, and many have images drawn from the work of street artist "Eddie Colla," who also worked on decorating the store.

The company's misson, as is summed up on its website, is a simple one: "We hope our clothing makes you look good, feel good, get laid... Whatever makes you happy."

Find the shop at 4125 Piedmont Avenue. Call 510-547-5733 for more information.