Lisa Bühler is a fashion person through and through.
She was the kid meticulously planning her school outfits and forever hunting for vintage treasures. If you ran into her on the street today, you’d immediately want to know where she got her outfit.
Ten out of ten times, the answer would probably be Lisa Says Gah—because why wouldn’t she be wearing something playful, cool, and comfy from the clothing brand she founded in San Francisco almost 12 years ago?
The label has built a rabid fandom, mainly obsessed with its quirky and colorful original prints, easy dresses, graphic tees (snow cones!), matching sets, and knitwear. In other words, pieces that feel collectible, not precious, and price points that generally range from $60 to $200.
Lisa Says Gah in Hayes Valley(Courtesy of Lisa Says Gah)
Since its birth, the label’s name has been a source of curiosity—as in, people really want to know why Lisa is saying “Gah” and what the catchy three-letter word actually means.
“To me, ‘Gah!’ is that spontaneous reaction when you discover something you instantly love,” Bühler explains. “It reflects my personality and the feeling I hope people have when they discover Lisa Says Gah.” (Fun fact: LSG began life as the name of Bühler’s long-ago creative blog, which also became her Instagram handle and “just stuck” when she started the business.)
Along with an innate sense of style clearly influenced by her sunny Southern California upbringing and more than a decade living in foggy San Francisco, Bühler has a head for business. She studied advertising (and Italian) at Pepperdine University, which gave her a great foundation in storytelling, communications, and creative thinking, she says.
Before launching her own business baby, Bühler spent 10 years working in fashion across buying, merchandising, and creative production at various companies. Most notably, she was a buyer at Nasty Gal during its rapid-growth phase. “It was a crash course in trend forecasting, merchandising, hiring great talent, trusting my instincts, and learning how to build a business,” she says. “It was also where I became a manager for the first time and really gained the confidence to eventually start my own company.”
Lisa Says Gah in Hayes Valley(Courtesy of Lisa Says Gah)
Today, Bühler’s independently funded brand employs a team of about 30 across design, merchandising, marketing, retail, operations, and customer experience. There are brick-and-mortar stores in Hayes Valley and Echo Park, which makes total sense since Bühler, her husband Louis, and their two young children split their time between SF and LA.
“San Francisco fills my creative cup,” says Bühler. “It's where I feel most connected to the roots of the brand, longtime customers, and the city that inspired so much of Lisa Says Gah.”
Indeed, over the years, Bühler has lived in several neighborhoods, including the Castro and SoMa. But Hayes Valley is where she’s spent the most time—and where her beloved family flat near Alamo Square sits today.
We recently caught up with Bühler to pick her brain about a few of her favorite things to eat, see, shop, and do around the Bay.
"Suppenküche is a forever favorite," says Lisa Bühler.(Courtesy of @suppenkuchesf)
What do you love most about your neighborhood?
I live between Alamo Square and Hayes Valley—and love that it feels central but is still very neighborhood-y. I can walk to coffee, restaurants, shops, and the park.
What’s your go-to coffee spot?
Ritual (432b Octavia St.) or Blue Bottle (315 Linden St.) in Hayes Valley. I love both of their outdoor spaces.
What restaurant will you never tire of?
Suppenküche (525 Laguna St., Hayes Valley) is a forever favorite.
What’s your fave bookstore?
I’ve been getting back into the public library! But there are also so many great bookstores in the city. City Lights (261 Columbus Ave.) is obviously a North Beach classic, but I mostly love that so many neighborhoods still have their own bookstores. Books are also my favorite gifts, so I’m always grabbing one for a friend or an upcoming kid’s birthday party.
Bühler likes to take out-of-towners to Alamo Square, followed by a great SF restaurant.(Courtesy of PatternPictures/Pixabay/CC)
What’s your favorite place to commune with nature?
The Presidio. It’s one of those places that makes you forget you’re in a city.
Where do you like to take out-of-towners?
All the parks, especially Alamo Square, and then somewhere great to eat. Places like Rich Table (199 Gough St., Hayes Valley), Foreign Cinema (2534 Mission St., Mission), Cotogna (490 Pacific Ave., Jackson Square), Zuni (1658 Market St., Civic Center), and Burma Love (multiple locations, including 8 Mint Plaza, Downtown). San Francisco is really a food city to me.
What are your favorite shops/shopping streets?
Hayes Valley or Fillmore Street: I love wandering both without much of a plan.
What are your fave local brands?
Baggu (888 Valencia St., Mission), Heath Ceramics (2900 18th St., Mission-Potrero & 1 Ferry Bldg, #12, Embarcadero), and Bi-Rite (multiple SF locations including 550 Divisadero St., NoPa). (Food and ice cream count!)
Scribe Winery, Lisa Bühler's favorite day trip(Courtesy of @scribewinery)
What’s your favorite day trip?
Sonoma, especially Scribe Winery (2100 Denmark St.).
Where do you like to spend time with the kids?
Presidio Tunnel Tops (210 Lincoln Blvd.)—it’s hard to beat with little ones.
Anything else you want to shout out?
Yes: the farmers markets, especially Fort Mason, followed by a beer and snack at Radhaus (2 Marina Blvd., Bldg A, Marina). San Francisco is at its best when you can walk around, get something good to eat, stumble into a shop, and end up in a park. That mix of food, design, nature, and neighborhood culture is what I love most about the city.
// Check out Lisa Says Gah at 522 Octavia St. (Hayes Valley), lisasaysgah.com
