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The New Soho of San Francisco: Fillmore Street

Move over, Hayes.

 Fillmore Street.

 

With the openings of Rag & Bone and the Kooples, Fillmore has become the city's most browsable, style-packed strip. Here, a walking tour of our own mini-Soho.

Curve
Like Elizabeth Charles down the block, this boutique is full of designer splurges plucked from the runway: Thom Browne specs, Isabel Marant knit- wear, Christopher Kane frocks, Valentino pumps, and Burberry coats that’ll make you welcome the fog.
2360 Fillmore St.

Alexis Bittar
As you may gather from the stuffed, hot-pink water buffalo stationed in the center of the store—with neon Lucite bangles looped over his horns, natch—this blingy statement jewelry isn’t for minimalists.
1942 Fillmore St.

Black Fleece
This isn’t your dad’s Brooks Brothers: The plaid and seersucker staples here get a jaunty, fuck-you twist courtesy of designer Thom Browne. It’s formal wear for the kind of guy who wears shorts to a wedding—and pulls it off.
2223 Fillmore St.

Alice + Olivia
The shop’s gold columns and mod brown couches signal ’70s glam, but the clothing is aggressively trend-chasing: peplum dresses, wide-leg pants, bow embellishments, and winking pointed- toe pumps.
2259 Fillmore St.

Gimme Shoes
Leaning toward pricey Euro labels like Dries Van Noten, Maison Martin Margiela, and Robert Clergerie, Gimme’s kicks are fashion bait—recognizable and envy-inducing.
2358 Fillmore St.

Steven Alan
Packed with lived-in button-downs, layer-’em- on knits, logo-less leather bags, and tailored blazers, this multibrand mini-chain is the epitome of aspira- tional San Francisco style.
1919 Fillmore St.

Nest
Like a less contrived Anthropologie, this store stocks a giftable stash that hails from France, Scandi- navia, Austria, Italy, and Thailand. The effect is that of a hyper-styled bazaar overflowing with books, toys, antiques, and decor. marC By marC JaCoBs 2142 Fillmore St. A neighborhood standby for nearly a decade, Marc by Marc made kitschy cool. It still nails the high-low mix, pairing printed A-line dresses and button-downs from the collection with affordable costume jewelry and cotton canvas totes.
2300 Fillmore St.

Nars
The French cosmetic brand is beloved for its pigment-rich hues, buzzy collaborations (the latest is with Charlotte Rampling), and ever-popular Or- gasm collection, which fakes that telltale glow.
2050 Fillmore St.

Ella Moss
Too often, “California style” translates to a bohemian nightmare of crochet and fringe. Ella Moss is Free People all grown up, delivering Saturday staples like maxi-dresses and flat leather sandals.
1913 Fillmore St.

Sandro
Fillmore Street is made for Francophiles. While nearby Frenchie label Cotélac skews more girly, Sandro’s racks bear a sleek, black-and-white trove of leather, silk, and lace.
2033 Fillmore St.

Jane
Between the floral wallpaper and the herringbone tabletops, this is Pac Heights’ most Instagramable brunch spot. But if you can put up with blatant hashtagging, it’s worth the wait.
2123 Fillmore St.

Rag & Bone
The New York cool-kid label brings wood-soled boots, skinny denim, and standout outerwear to a honed-in-Brooklyn setting: reclaimed wood, industrial lighting, and antique brass racks.
2060 Fillmore St.

The Kooples
Though the French outfitter has bou- tiques circling the globe, this is its first in the United States. Go for the leather jackets and wool knitwear—especially on the men’s side.
2241 Fillmore St.

Palmer’s Tavern
Decked with red leather banquettes, black-and-white photos, and copious taxidermy, this year-old tavern makes you want to tuck into a rare steak and a strong cocktail.
2298 Fillmore St.

Aesop
The culty Aussie beauty brand makes salves for your hair, face, and body, as well as chichi pet products “for the significant animal in your life.” Bonus: free herbal tea while you browse.
2450 Fillmore St.

Jonathan Adler
You’re either into Adler’s cheery, cheeky, color-therapy shtick or not. This is a home furnishings store for bold decorators, filled with lacquered furniture, brass lights, and an eye-popping spectrum of pillows and tableware.
2133 Fillmore St.

 

Originally published in the August issue of San Francisco Magazine.

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