Walt Disney Co has opened its first high-end apparel store in Southern California, offering contemporary designs base around the company's classic cartoon characters.

Called Disney Vault 28 after the year in which Mickey made his screen debut, the store in the Downtown Disney shopping area in Anaheim features $75 T-shirts and $200 jeans.

The Los Angeles Times said Vault 28 will appeal to visitors who spend hefty sums for top-shelf Disney goods rather than the cheaper and tackier items found in other souvenir shops.

"We can change the theme as trends change," Mary Murray, Disneyland Resort's director of merchandise and specialised business, told the newspaper. "We're going to be able to react."

Vault 28 will carry two new Disney brands, Kingdom Couture and DV28, as well as fashions from designers such as Chip & Pepper, Paige Premium Denim, Tarina Tarantino and Red Monkey. 

But instead of relying on movie tie-ins, most of the clothing depicts classic characters such as Mickey, Tinkerbell, Alice in Wonderland and the Cheshire Cat.