Fred Hayman, who was credited with creating the famed Rodeo Drive in Beverly Hills, earning him the nickname "Godfather of Rodeo Drive," died Thursday at his home in Malibu. He was 90.

Fred opened the Giorgio Beverly Hills on Rodeo Drive in 1964 when there were few businesses on the street, the Associated Press reports.

He was known for having his famous customers driven to his shop in a Rolls-Royce. Fred had met many of them during his early days supervising banquet facilities at the Beverly Hilton Hotel and overseeing the Ambassador Hotel.

In addition to carrying designer fashions, Giorgio Beverly Hills also had a pool table, pub and bar to entertain its male patrons.

Fred, along with his wife, created the Giorgio Beverly Hills fragrances that were sold to Avon in 1987 for $165M. He also served as the fashion coordinator for 11 Academy Awards.

A street in Beverly Hills, Fred Hayman Place, is named in his honor. [AP]