There's a new shop opening today at noon at 419 Haight Street. Welcome Zerofriends.

The shop will host artwork, clothing, books and accessories primarily by artist Alex Pardee, with additional items by Dave Correia and Skinner. The walls of the space, (which was previously being used as someone's apartment, apparently), have been painted with alternating shades of gray and hung with hundreds of works of art, all available for purchase. In the front of the gallery are Pardee's "Doppelganger" prints, a series of creatures and characters that run for just $10 each (or $20 framed). In the back of the shop is a wall of larger framed pieces, and hanging boxes filled with prints in plastic sheets. On the opposite wall are hung t-shirts and sweatshirts featuring Pardee's artwork. The center of the shop features a table displaying t-shirts and books by Pardee and Skinner, and in the rear is a glass display case with hats, prints, and other merchandise. Longtime Haighteration readers might recall way back in September of 2010, when Zerofriends curated a pop-up shop at 248 Fillmore. Now they're returning on a permanent basis. They already have a store in Oakland, but wanted a presence in San Francisco in a more vibrant neighborhood. Upper Playground informed them about the available space at 419 Haight, and the rest is history. Zerofriends will be open daily from noon to 8pm, though possibly later during special events, which they're aiming to host a couple of times each month. They're soft-opening today, but will have a more formal grand opening in a few weeks, with Pardee expected to attend to help give the shop a proper launch. When they set a date for that, we'll let you know. In the meantime, swing on by and check 'em out.