New boutiques by beloved brands have landed on Fillmore Street and beyond
Words by FLORA TSAPOVSKY
Never not a place where minimalists thrive, San Francisco just got a stylish upgrade; within a few short months, a slew of modern boutiques have arrived in town, offering high-quality essentials and slick accessories.
Goop There It Is
The already chic Fillmore Street is now also home to the fourth permanent brick-and-mortar for Goop Lab (after locations in Los Angeles, New York and London), a shrine to chic style and all things wellness, ranging from tailored-yet-relaxed G.Label jackets to beauty products by the likes of Dr. Barbara Sturm and Westman Atelier. Designed as a place to hang out (those plush pink armchairs won’t fill themselves), the Lab is perfect for a mind-cleansing browse. 2121 Fillmore St., S.F.
Staple Relationship
A few doors down, Aday, a sustainable brand built on buttery-soft sweaters and essential T-shirts, recently opened its first West Coast locale. In the store, hues of gray, navy, oatmeal and black instantly create a sophisticated look; glossy satin mixes with crepe and cashmere, in no-brainer combinations. 2011 Fillmore St., S.F.
True Colors
A less typical combination, of cashmere and CBD, is also new on Fillmore. Introducing Garin, from designer Negarin Sadr, is a pop-up turned flagship. The bulk of the store’s offerings are colorful, sustainably made sweaters for men and women, but the perk is the full range of CBD products by the up-and-coming brand Seabedee. 2053 Fillmore St., S.F.
Bright Idea
Mere feet away is Post.Script, a new lifestyle store that could easily pass for an art gallery. Here you can stock up on Poketo notebooks and an array of illustrated postcards, plus Dusen Dusen towels, Hooray socks and other items that will brighten up a monochromatic look. 2413 California St., S.F.
Shiny New Thing
To complement all this reserved luxury, head to the new Mejuri boutique. For its first Bay Area location, the jewelry brand chose Hayes Valley. Designed in beiges and pinks accented by plush greenery, the store offers best-sellers like gentle hoop earrings and necklaces with delicate zodiac signs and tiny precious stones. 327A Hayes St., S.F.
Pop to It
Lastly, if you’re after the thrill of a permanent pop-up, the new showroom The Barcode is helping young and interesting brands to get exposure, and hosting a pop-up by the fine local designer boutique Pavilion from Feb. 1 through March 1. Expect top-notch denim, reliable tees and Golden Goose sneakers. 3600 Sacramento St., S.F.
Feature image: Assorted styles at ADAY. Photo by Leeor Wild.
Feb. 21, 2020
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