San Franciscans weigh in on the city's fashion sense
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Illustration: Aïda Amer/Axios
San Francisco fashion clearly struck a nerve.
After asking readers to weigh in on the city's normcore aesthetic, our inbox flooded with thoughts — ranging from wholehearted defenses of the laid-back look to playful roasts of the city's collective commitment to hoodies, fleece and Patagonia vests.
- Here are a few of our favorite responses:
🕰️ Susan H. said San Francisco wasn't always so casual.
- Looking back decades ago, she notes the city was once full of sharply dressed shoppers heading to stores like Saks and I. Magnin & Co. The 1960s counterculture reshaped the look with bell bottoms, beads and velvet. Today's dominant fashion movement, she said, is tech.
- "What will the next movement's fashion sense evolve to once AI takes all the jobs and tech bros fade to near extinction?," she pondered.
🧑🎤 Jon T. said the problem isn't "bad fashion" — it's the absence of fashion. In a tech-driven city, clothing becomes purely functional. But he insists style hasn't vanished entirely.
- "Look for the kids going to the local shows at Kilowatt or Knockout, and pay special attention to those unique individuals whose personality is inseparable from their outfits," he said. "We may be a dying breed but style never truly goes out of fashion."
🧥 Nancy L. said the real driver is the weather. After 40 years in San Francisco, she's learned the wardrobe revolves around jackets.
- Her formula: black and denim with a pop of color in a scarf, shoes or hat.
🌫️ Ellen J. agrees practicality is key. Hoodies, fleece and down vests are affordable ways to stay warm in the city's perpetual chill.
- Her only gripe: "it doesn't have to be gray!"
👖 Maleah C. said the casual vibe is actually a plus. As someone who leans androgynous, she appreciates living somewhere she doesn't feel pressured to wear dresses or heels.
🎨 Alissa B. said color still exists — you just have to know where to look. She points to Mission boutique Lemon Twist, which makes bold, whimsical pieces that she said represents San Francisco.
😬 Jeannine V. thinks the critique could've been harsher. In a city that prides itself on individuality, she says, "monotonous schlumpism" shouldn't be the norm.
😑 Karen D. summed it up more succinctly: "There is no 'sense' in San Francisco fashion sense."
💻 Nicholas S. said critics are missing the bigger point. From the Gold Rush to the Summer of Love to today's tech boom, San Francisco has always had one rule: There are no rules.
- "Neon kilt and face tattoos? Go off. Patagucci and flip flops? Valid. Three-piece suit? Welcome. Hoodie at a nice restaurant? Come spend your money," he added.