Wear Flowers in Your Hair

NorCal fashion exists, here's where you find it

IF YOU’RE GOING TO SAN FRANCISCO

The Bay Area isn’t the first place you think of for shopping and forward-looking style. It’s more about the likes of Everlane (blegh) and Allbirds (puke). Lots of function, light on form.

However, there are some gems you don’t want to miss.

DROP YOUR KNOWLEDGE

Two favorite Bay Area designers.

RUTI

Comfortable pants that are cool and polished! Ruti Zisser is an Israeli American designer based in the Bay Area who I discovered in NYC (Soho). Ruti has stores in the Bay Area, NYC, LA, Scottsdale, and Dallas. Appreciate the focus on design that flatters those without supermodel proportions.

FREDA SALVADOR

You may have heard of Freda Salvador - founded by Cristina Palomo Nelson and Megan Papay - because Gigi Hadid is a fan of the Keen Mule and my absolute fave - the Wit D-Orsay Oxford. They go with damn near everything and are well made (in Spain). Stores in SF, NYC, and LA.

BAY AREA BASED BOUTIQUES AND APPS

Not to worry if not in the Bay, e-commerce is here to save the day. These are based in the Bay and carry a variety of brands.

LISA SAYS GAH

Lisa Williams Buehler started Lisa Says Gah to curate the coolest indie female designers like hot girl summer favorites Ganni, Just Female, and Rachel Antonoff. The store’s house brand is also on point; I stan this summery midi dress.

MCMULLEN

Pics via Ruti, Freda Salvador, Lisa Says Gah, and McMullen.

Sherri McMullen founded her eponymous boutique with locations in downtown Oakland and Palo Alto. McMullen is a one stop shop for all the cool girl labels like Tibi, Rachel Comey (skirt above), and Khaite. There are also some neat home goods to check out.

THE YES

The Yes is a new AI-powered shopping app co-founded by the former COO of Stitch Fix, Julie Bornstein. It has a wide variety of brands from Madewell to Gucci. Super early days - the app launched in late May - and it’s been fun to see the app learn my preferences.

Happy shopping from Karl the Fog and me. Share the love.

XO,

S