ModCloth Opens a Retro-Cool Store on Fillmore

ModCloth—the Bay Area brand you love for affordable vintage-looking dresses and airbrush free advertising—has a new home on Fillmore Street. After a pop-up stint on Grant Avenue in Union Square in 2015/2016, the company officially unveiled its forever home at 2033 Fillmore (between California and Pine) over the weekend. The shop carries a "curated assortment of ModCloth signature clothing label in sizes XXS - 4X," the ModCloth Wedding line, shoes, jewelry, accessories, home decor and gifts, and one-of-a-kind vintage. 

The new store is part ModCloth's larger retail roll-out strategy for 2018, and the second outpost for the brand. (The first was in Austin.) While Susan Gregg Koger and Eric Koger famously started the company out of Susan's Pittsburgh dorm room in 2002, ModCloth has had offices in the Bay Area for almost a decade. Between that home field advantage and the overwhelming response to the O.G. pop-up three years ago, San Francisco was a natural choice for a ModCloth FitShop.   

The FitShop distinction is important because it's part of the company's digital native DNA. Much like the Bonobos Guideshops, the boutique requires a certain level of planning. Customers schedule an appointment with a stylist to try on clothes in the store. When you find something you like, you place an order, and it's shipped to your home. Certain items, like those one-of-a-kind vintage pieces, will be available to take home same day, but you should probably shop with the expectation of delayed gratification.

Check out photos of the store above, and book a stylist appointment to shop IRL right here.