Frye Opens First West Coast Location on Fillmore Street

Photo Credit: Michael David Rose

Fillmore Street in San Francisco’s posh Pacific Heights neighborhood is experiencing a fashion renaissance. First London beauty brand Space NK set up shop, then Intermix, and this past weekend, Frye opened its first West Coast store. Why Fillmore Street? Frye’s CEO Adrienne Lazarus told Haute Living that she “specifically chose the Fillmore Street location because it is situated in a vibrant neighborhood that blends San Francisco’s historical charms and understated luxury and speaks to the brand’s deep sense of community. Fillmore Street is one of San Francisco’s great treasures.” Lazarus hopes to integrate the local community—specifically charities like the SF Marin Food Bank—into the shop on a regular basis.

Photo Credit: Michael David Rose

The 900-square foot space was designed by Frye’s in-house team and features both digital and tactile experiences. Decor is mid-century modern with sleek black shelving and white lacquered drawers. Minimalist couches are perfect for trying on the latest in 153-year old brand’s styles. Shop for over-the-knee suede boots, Western-inspired booties, and chic jodhpurs. An assortment of scarves and ponchos, gloves, belts, and small leather accessories like zip wallets and wristlets are available as well. Frye will use a large window space at the front of the store as a place to host pop-ups. Local makers will be invited in to showcase their work.

Photo Credit: Michael David Rose

The interactive Maker Wall is a library of leather swatches that customers are invited to touch and feel. Five custom screens provide an in-depth look at Frye’s inventory, history, and current social media campaigns. Here’s how Lazarus explains the Maker Wall: “We created the Maker Wall in partnership with The Science Project to create an immersive brand experience. The Maker Wall bridges the gap between e-commerce and a brick-and-mortar experience. It allows customers to explore and shop an expanded assortment of product through various filtering options, see an automatically displayed selection of product that corresponds to the leather or suede swatch of their choosing (using RFID technology), view all available product, either in-store or online, and create a wish list from the wall exploration, to be sent to their personal device, for an easy shopping reference.” The store also has a large inspiration board that will change quarterly.

Photo Credit: Michael David Rose