"Shopping is a woman thing. It's a contact sport like football. Women enjoy the scrimmage, the noisy crowds, the danger of being trampled to death, and the ecstasy of the purchase." ―Erma Bombeck

Palo Alto Brings 'Round the Welcome Wagon for Jenni Kayne

For her first foray into NoCal, LA designer Jenni Kayne went the Palo Alto way (sorry, SF-ers). The new 1,500-square-foot store—with bleached wood floors and fixtures, and an appealing beachy vibe—opened a few days ago in the Stanford Shopping Center. A full selection of the brand's timeless, effortless classics is on gorgeous display: From striped cashmere tees to minimalist maxis and easy leather slides, it's pretty clear JK knows her customer—no matter what end of the Golden State she shops in. // 180 El Camino Real, Ste. 1190 (Palo Alto), jennikayne.com

Allbirds Gets Local With It

The SF-based makers of the "softest kicks on the planet" are celebrating a trio of beloved local artisan businesses with limited-edition wool runners. Each of the three sneakers ($95) comes in Allbirds' original SF grey (inspired by Karl the Fog) but with uniquely colored laces and details. Ergo, Smitten is red; Craftsman & Wolves (CAW) is yellow; and Ampersand is turquoise. Available in men's and women's sizes, the sneakers can be purchased online and ship with two sets of rad laces. Order your favorite and then saunter over to the namesake ice-cream shop, café or florist. Rebel Within, here we come. // allbirds.com

Hero Shop Opens in the Tenderloin

Former Vogue editor and style stalwart Emily Holt's dream to open a women's boutique and help foster a local fashion community is a reality after much planning. Only a few weeks old, Hero Shop is teeming with amazing goodies like Levi's moto jackets, Myriam Schaefer handbags, and Le Labo candles. Spotlighting Bay Area designers is key to Holt's merch mix, which currently features tees from Never Elsewhere, Nu Swim by Gina Esposito, signature robes from Stevie Howell, and Future Glory handbags. P.S. We hear the inspiration for the store's name comes from a Brooklyn sandwich shop. // Tuesdays through Saturdays, 10am to 6pm; Sundays noon to 5pm; 982 Post St. (Tenderloin), heroshopsf.com

Shop Everlane Essentials IRL at New Fit Studio

The Everlane Fit Studio, located on the ground floor of the company's Mission HQ, is one of the coolest new shops around. (Thanks for the heads up, Barbie.) But more than just a place to buy the SF brand's minimalist tees, sweaters, pants, dresses, and shoes, the concept store acts as a laboratory for testing new styles and retail ideas. Sure, we're up for playing guinea pig for fashion's sake. Meanwhile, in other Everlane news: The company just launched two new backpacks: the Modern Commuter and Dipped Zip are both available in several colors and sizes. // Wednesdays through Sundays 11am to 7pm; 2170 Folsom St. (Mission), everlane.com