Fillmore’s latest restaurant hustle (Jane, Bun Mee) met a big ‘ole fashion bustle last Friday when Ruti, a womenswear and lifestyle boutique, launched their first SF store, in Pacific Heights.

Owner Ruti Zisser, opened her first shop two years ago in Palo Alto, and carries womens RTW pieces and accessories, exclusively from designers based in Tel Aviv. All politics aside, that’s hot.

The Spring/Summer ‘11 collections from these emerging Israeli designers include convertible, slinky dresses and a nice mix of soft and structured separates. The palette includes pretty neutrals, cool greys, soft prints, and, of course, some black for good measure. The accessories commingle, while adding slight bursts of color. Their United Nudegrey perforated leather flats, tipped with bright patent coral, and a chunky black square heel, immediately made our want list. 

The interior features an original installation by local artist Yedda Morrison, who’s use of wool yarns, thread and leather flow perfectly with the showcased apparel. The space, created by local design authority, Nicole Hollis, also features a custom table made of white copy paper. Very cool.

At first glance, Ruti isn't anything wildy different from the hyper-chic apparel shops in Pac Heights, but the smart, hard-to-find designers make it SF's Middle East must shop. 

Ruti, 2119 Fillmore St., open Monday through Saturday from 11am-7pm, and Sunday from 11am-6pm.

Lily Ko (lily.7x7 @ gmail.com) studied fashion design and merchandising at Central Saint Martins and the Academy of Art University. In addition to writing for 7x7, Lily is an editor at SF Station, works as a freelance stylist and covers food, fashion and fun on her blog, Curated SF.