Bay Area Fashion....Is there such a thing?
It's more than just Fear of God Essentials and Nike Panda Dunks. I promise you.
When you think of the coolest fashion destinations, Paris, Milan, Berlin, New York, and Los Angeles probably come to mind. The Bay Area in Northern California? Not so much. In all my fashion conversations, the Bay Area rarely gets a mention, and if it does, it's usually met with laughter. Just to clarify, the Bay Area refers to the region encompassing San Francisco and the surrounding counties.
ENTERTAINMENT IS KING
After traveling to New York and Los Angeles and immersing myself in the local fashion scenes, I discovered a key factor in the success of fashion: its symbiotic relationship with entertainment. New York and Los Angeles, being entertainment hubs, thrive in the fashion industry. On the other hand, the Bay Area is largely known for its tech scene. Why would anyone need to wear a Comme Des Garçons suit when they can just rock Patagonia and Allbirds? Granted, the weather here can provide challenges with styling clothing compared to other cities. With Silicon Valley as a prominent hub, the region became synonymous with the casual and functional "tech" style. Brands such as Patagonia, The North Face, and Allbirds have garnered significant attention from tech enthusiasts who appreciate the blend of comfort, performance, and minimalist aesthetics that these brands epitomize. While I wholeheartedly support the emphasis on environmental and social consciousness embodied by these "tech" style brands, my aim in writing this piece is to provide a platform for those who reside here and have a genuine passion for fashion. It is about showcasing local styles, stores, brands, and artists that often remain undiscovered and unheralded amidst the industry's spotlight.
Fortunately, there's some good news. Entertainment is building up in the Bay Area. EMPIRE, an American music distribution and record label company, is expanding rapidly. What makes this even better is that EMPIRE is founded and led by Ghazi Shami, a San Francisco native who decided to keep EMPIRE's headquarters right here in the Bay Area instead of relocating to Los Angeles. That alone brings me immense joy.
In the music realm, we're witnessing the rise of local artists who are gaining or have gained global recognition, such as Larry June, Kehlani, G-Eazy, and Karri. Music groups like Fault Radio and Another Party Fam are hosting weekly events that provide platforms for artists to showcase their talents.
If you're interested in exploring the deep-rooted history of music and fashion in the Bay Area, KeezyTV offers an excellent video here that delves into the period from the 2000s to 2015. It's worth mentioning that Keezy is a Bay Area native and has a dope fashion brand called Haven Court. (Side Note: Article on the full history will be out soon!)
Of course, the Bay Area has also birthed several well-known fashion brands. Evan Kinori, whose pieces are sold at Dover Street Market, and Tom Bogo, whose pieces are featured on SSENSE and have seen collaborations with notable brands such as Saucony and Nike, have made a mark in the industry. Streetwear brands like Thrasher Magazine (remember when everyone started wearing the logo hoodies?), Black Scale (A$AP Mob rocked this brand in the beginning of their global influence!), FTC (an OG Bay Area skate brand!), and HUF (remember the weed socks era?) originated here as well.
Now, more than ever, music, art, and fashion are converging in the Bay Area with more brands as we speak. I'm thrilled to contribute to this movement and amplify it as much as possible because we're lit too!
THE PROJECT
Beyond the plethora of vintage shops, it's intriguing to discover that Northern California, despite not being known for its fashion scene, boasts an array of hidden gems filled with well known brands.
In April of 2023 I embarked on a project to connect with the fashion community, and it has exceeded my expectations. To expand my horizons in the fashion world, I initiated a personal endeavor to showcase all the incredible fashion hotspots in Northern California. [As I continue to travel, this project will expand globally.]
Without this project, I would have remained oblivious to the existence of these gems. Faced with the scarcity of online information about these stores, I felt compelled to venture out and share my discoveries on TikTok and Instagram. After engaging in a single conversation with a store manager, the mission to compile a comprehensive list started. From that moment onward, whenever I visited a store, I made it a point to inquire about the team's preferred fashion stores in the Bay Area. The list gradually expanded into an extensive collection, which I plan to share in a forthcoming post. It is important to note that my intention is not to impose any restrictions or exclusions in my discoveries. No gate keeping here.
Here are some of my favorite brick-and-mortar stores in our vicinity that house some of the coolest goods. (Side Note: Stay tuned for the complete list!)
Johnson Leathers: Founded in 1979, Johnson Leathers has established itself as the epitome of leather excellence in the Bay Area, collaborating with renowned fashion entities like Beams Japan, Comme des Garçons, and Nepenthes.
Modern Appealing Clothing (MAC): Established in San Francisco in 1980, MAC has been a purveyor of esteemed labels such as Comme Des Garçons, Junya Watanabe, Guidi, and Engineered Garments.
The Darkside Initiative: One of the stores that kicked off streetwear in San Francisco in the early 2000s, carrying iconic brands like Nike, Jordan, Acronym, Veilance, Neighborhood, and Cav Empt.
Cotton Sheep: A pioneering presence in San Francisco since 2004, Cotton Sheep was among the first stores in the United States to showcase the renowned brand Kapital.
Bows and Arrows: Established in Berkeley in 2005, Bows and Arrows boasts an eclectic assortment of brands such as Stussy, Brain Dead, Nike, Jordan, Asics, Needles, and Comme Des Garçons Homme.
McMullen: Serving the Oakland community since 2007, McMullen curates a captivating selection of brands like Jacquemus, J.W. Anderson, Dries Van Noten, alongside a host of local designers.
Brogue: Nestled in San Carlos since 2017, Brogue houses a distinguished array of brands including Alden, RRL, Freewheelers, Good Art Hlywd, and WWCHAN bespoke.
Stashed: A cornerstone of San Francisco since 2018, Stashed proudly offers a selection of brands like Stone Island, A Cold Wall, Ambush, Beams Plus, Off-White, Rhude, Needles, and Fear of God.
Understory: Opening its doors in 2021, Understory houses a curated selection of sought-after outdoor brands including andwander, Snow Peak, Satta, and District Vision.
Presidio Post: A cool establishment in San Francisco that debuted in 2023, Presidio Post showcases esteemed brands such as Corridor, Officine Générale, and Andersen Andersen.
My ultimate goal was not only to enrich my portfolio but also to forge connections and celebrate the significance of our local fashion small and medium-sized businesses in Northern California. As a result, I've formed numerous fashion connections, received invitations to exciting local fashion events, and gained fresh fashion perspectives along the way. With each post, I continue to learn and evolve my content.
Feel free to check out some of my work on Instagram, TikTok, and Youtube (all are @branciaga).
I'm now moving beyond the "Come shop with me" type of videos I initially put out. I'm working on more in-depth videos that delve into the intricacies of a brand and its culture. Additionally, I'm starting a new web series where I showcase fashion, art, and music talents from the Bay Area. These individuals have begun to make an impact and deserve recognition on a wider scale. I'll be sharing a mix of posts and videos here, as well as on my social media channels.
The Bay Area is undergoing significant changes, and I'm thrilled to contribute to leading the next wave of fashion, art, and music.
MY BACKSTORY
Now, I may have been born and raised in the Bay Area, but I've always looked up to the fashion scenes in Paris, New York, and Los Angeles. I've yearned for a fashion culture that could rival those cities right here in my own backyard. Back then, I had just a handful of friends who shared my passion for the same styles, trends, and brands. It was a small community, with only about five people I could truly connect with (or as I like to call it, the "Purists vs. Tourists" dynamic). Surprisingly, a lot of what I've learned about fashion came from scrolling through Instagram.
It all started in 2014 when I began following Christina Paik, a fashion artist, photographer and stylist. Through her work, I was introduced to a whole new world of fashion. Around the same time, Virgil Abloh launched his fashion label, Off-White, previously known as Pyrex Vision. Virgil's transparency and willingness to share his knowledge on scaling a small fashion business to a global phenomenon, especially through something as simple as t-shirts, shattered the barriers of entry into the fashion industry. I'd be remiss not to mention the impact of A$AP Mob, Kanye West, Matthew Williams, Heron Preston, Don C, and Jerry Lorenzo during that time, as they also played a crucial role in changing the game.
As I started following fashion trends beyond the Bay Area, I discovered brands like Rick Owens, Maison Margiela, Comme Des Garçons, Issey Miyake, Needles, Kapital, Stone Island, Phoebe Philo's Celine, Raf Simons, visvim, Y-3, and many others. It wasn't until 2017 that I could finally afford pieces from these brands, and I felt elated to finally be able to style myself in the brands I had always admired. However, I was quite shy about sharing my fashion journey on social media and didn't make an effort to build a stronger fashion community here. I kept a low profile until 2022 when everything changed.
In July 2022, I unexpectedly crossed paths with Jaanai Jones, Global Denim Designer at Levi’s, during the opening party of Bottega Veneta's new San Francisco location. It all began with a simple compliment on his one-of-a-kind custom corduroy shorts, which ignited a profound conversation about the global fashion landscape and the unique pulse of the Bay Area. Jaanai, having recently relocated from New York to San Francisco for his new role at Levi's after working at Ralph Lauren (fun fact: there's even a Ralph Lauren Denim Trucker Jacket named after him), proved to be a remarkable source of inspiration and wisdom.
Since that encounter, Jaanai and I have forged an incredible friendship, marked by shared experiences and invaluable insights into the fashion industry. Thanks to his guidance, I had the opportunity to attend the 2022 S/S NY Fashion Week, an awe-inspiring event that further fueled my passion and solidified my resolve. Jaanai exemplified the power of chasing after our dreams and taught me that if I yearned for something, I simply needed to seize it.
This encounter has ignited a transformative journey for me, where I find myself deeply immersed in this dynamic process, pursuing my aspirations with enthusiasm and an unwavering love for the fashion world.
Before I began writing and working on fashion projects, I spent six years in the tech industry until I was unexpectedly laid off. It turned out to be both the best and worst thing that happened to me. But this unexpected turn of events led me on a journey to explore and uncover the true essence of fashion in the Bay Area—both its inside and out, and the incredible emerging talent within.
Disclaimer: I don't claim to know everything, and I'm still learning. Everything I've shared in this article is my opinion. Fashion is an art, and not everyone may see it the same way, and that's cool. I also understand that fashion can be expensive and some do the best they can with the clothing pieces they already have (this is me too). Ultimately, as long as someone feels comfortable in the clothes they wear, that's what matters most.
this website is a gem <3