San Franpsycho is a local brand that started on Ocean Beach 14 years ago. The brand began with a surf video and became a city staple making t-shirts at parties and on music festival circuits. They began selling their clothing out of ‘the van,’ a food-style truck with their logo painted on the side. As the small brand grew the two creators, Andy Olive and Christian Routzen, didn’t keep the spotlight for themselves. Along with developing their own designs, Olive and Routzen, showcase local artists in the community. They’ve maintained high quality in their brand by keeping it local. Stop in their main store in Divisadero.
Betabrand is not your average fashion brand. Chris Lindland, the company’s founder, doesn’t believe in taking himself too seriously. Which extends to Beatbrands clothing line. His motto: ‘99% fiction, 1% fashion.’ Lindland and his team don’t follow fashion trends, they make them. From the Executive hoodie to the Poo Emoji shirt, Beatbrand is making fashion comfortable and as unique as the Bay Area itself. For the Betabrand team it’s not about being a part of the fashion elite, but allowing customer’s to wear and create whatever they want. Make sure to check out their storefront in the Mission.
True is a Haight St veteran. The store first opened in 1996 and the brand still maintains its original store front today. True represents, in true California fashion, everything we love about this state. Their logo is clean and retains an authentic taste of the West coast, from north to south. Originally they started out as a men’s only brand, but branched out and began to create clothing for women and kids. True’s street-wear is far from the cheap shops on Pier 39. If you’re looking for a souvenir or a little slice of California be sure to stop in here.
Halloway is South bay brand located in the heart of Japantown in San Jose. They aren’t particularly well known, but their influence and brand is growing. For the last six years, the Halloway brand has used simple color pallets to create whimsical imagery. While there is unique style to their clothing, there is something distinctly California about it. The brand has created a community around their motto ‘join the murder,’ giving them a unique connection to their customers. Stop in their store in San Jose.
Gravel and Gold
Sometimes you wonder where all the 1970s hippie vibes of San Francisco have gone. Well they’ve been found in a little Mission boutique. Gravel and Gold is a quaint store selling original pieces, from clothing to home goods. Should you purchase anything from the shop you will most likely be the only person who owns it. The Gravel and Gold girls employ artists in the community to help create the unique items in the store. And to get in touch with your creative side, the store hosts workshops for customers to create their own individual pieces. Visit their store in the Mission and make sure to check out their signature ‘boob’ tote. It’s worth it.
By Danika Peterson