eel & ermine
SF says goodbye to throwaway fashion and hello to customized, quality clothing, at a price that won’t break the bank. Try out the made-to-order trend at these local spots:
IndiDenim by Appointment
The problem: Jeans that don’t flatter your booty. The solution: an in-store, one-on-one appointment with a stylist at indiDenim, who’ll help you create a custom fit profile to design the perfect pair. Decide cut, fabric weight, wash, fade, closure style and pocket detail. In a month, you’ll have custom jeans delivered to your doorstep.
$145–$165, 440 Brannan St., 877-251-0359, indidenim.com
It began in a local artisanal cake shop.
That's where Eel & Ermine founders Evelyne Aikman and Elinor JD Diamond discovered that their sweet tooth extended past buttercream frosting and into the world of handmade fashion.
Bothered by how difficult it was to find a uniquely perfect dress for an occasion without forgoing rent, they decided to take a stand and do something about it. This is where the story gets good.
The lovely ladies decided to create a line of timeless, affordable designs using vintage prints and airy cottons, often resulting in a fabulous modern Betty-Draper-on-holiday feel, from the full skirts (Von Trapp) and dramatic angled bustiers (Scarlett O' Hara) down to the high-waist Resort Short and AntiTrack Suit.