For the first time in its 10-year history, irreverent local apparel company Headline is opening a brick-and-mortar retail store.
Headline (a Hoodline advertiser) got its start in 2004 in a two-bedroom apartment in the Mission, says creative director and cofounder Jake Ginsky. Back then, George W. Bush was in office and all of the company's designs were based on themes in the news, showcasing a "left-leaning San Francisco identity."
When it came time to expand the business, they knew that alienating half the country wasn't a sustainable business model, Ginsky said. While Headline hasn't abandoned politics completely, the brand has evolved, with a stronger focus on blending emerging pop-culture themes with goofy humor.
Now, after six years at 17th and Capp, Headline has moved its entire operation to SoMa, where it'll debut a new shop at 335A Eighth St. (at Folsom) tonight. The company's offices will be housed in the back of the space.
Many of the designs featured in the new brick-and-mortar are best sellers online. For example, they haven't been able to find two words that go together better than Whiskey & Yoga (left), Ginsky said. And DaVinci Rock Man (right) is one of their all-time biggest hits.
Many fan favorites, like Slotherine (left) and Squirrelzilla (right), employ animals.
And soon there will be even more local flavor, like their unofficial Giants tee (left) and depiction of a squid taking over a BART car (right). The latter shirt was designed by local gift shop Gamago, which happens to also be Headline's new upstairs neighbor.
Beyond selling men's and women's apparel directly to consumers, Headline runs a wholesale business, distributing products to major fashion retailers like Nordstrom, Modcloth, and Urban Outfitters, as well as boutiques here and abroad. They also create private labels for brands—like SF Sketchfest—that want to sell merchandise with more of an edge.
While those business lines have been successful, having a physical space "feels like a whole new ballgame," Ginsky said. "As much as we loved 17th and Capp, it's not exactly the most foot traffic-friendly area."
But Headline is still well-aware that Eighth is no Valencia Street. Over the next two months, they're planning to host events every couple of weeks (potentially partnering with other local businesses) to drive foot traffic to the shop throughout the holiday season.
"After that time, we'll see," Ginsky said, noting that to start, they're testing the shop's viability. "This is the time when people should come, because who knows what's going to be around the corner."
Headline's grand opening celebration, free and open to the public, runs from 5-8pm today. Expect to find a few local DJs, tastings from Calicraft Brewing Company, plus a selection of holiday designs and discounts. After that, the shop will be open from noon to 7pm, Thursday-Sunday, throughout the holiday season.
