The sidewalk sign greeting visitors outside 2011 Fillmore Street says it all: "Freda is back."
Clearly, fans of the beloved local shoe label are thrilled: A series of special opening-week events were packed with stylish women mingling, shopping, and toasting Freda Salvador cofounders Cristina Palomo-Nelson and Megan Papay on their triumphant return to Pacific Heights' main shopping drag.
Freda Salvador cofounders Cristina Palomo-Nelson and Megan Papay in the new SF brick-and-mortar (-and tile). (Maria del Rio)
(ICYMI: Freda's original boutique on Fillmore—several blocks north—shuttered a few years ago.)
"Fillmore Street is our home! Not too long after we closed our initial store, we started working with an agent to find a new space," explains Papay. "It took longer than we thought because so many things were happening! We were busy keeping up with the momentum of the brand, but we wanted to be patient and find the perfect place for us."
Without a doubt, the new space is perfectly Freda-fied. The palette is serene and warm, the vibe is chill and comfortable and, like the brand's must-have loafers and lug-sole boots, the attention to detail is everything. Don't even get us started on the Sedona-like tiled counter and cash wrap.
Nothing is too precious, however, and that's by design: "Our original store felt like a home, so we wanted that same feeling for our new space," says Papay, adding that the two spots differ aesthetically.
Papay credits Lauren Podoll for bringing the new store to life. "We were such big fans of her stores in SF and Burlingame. When we found out she was doing interiors, we jumped at the opportunity to work with her. She knows us and the brand so well, so the design process was really fun. It meant so much that it was community built. Every inch of the space was thoughtfully designed by her—we're so happy with how it turned out!" she beams.
(Maria del Rio)
Along with the full lineup of FS goodies (sure to inspire hella shoe envy), shoppers also have the opportunity to see and buy some of the label's favorite things not for feet. Such as? Vintage denim from Born to Roam , sunglasses from Wolfspout , home goods, and more.
"We'll continue to bring in unique things that we love," Papay says. "Also, pop-ups! We are talking to some amazing brands about spending some time with us so our community can get to know them, too."
And if all this is not enough to get your cool-girl-style juices flowing, FS is launching handbags on Friday, October 6th. Think classic silhouettes with signature "rebellious heritage" deets—all handcrafted by artisans in Spain. P.S. New belts , too. Just breathe.
// 2100 Fillmore St. (Pacific Heights), fredasalvador.com
(Courtesy of Freda Salvador)