There are a few contemporary boutique brands poised to put San Francisco on the fashion map. Freda Salvador shoes have become the “it” footwear for a subset of effortlessly cool creative women. Editors and designers can be spotted sporting the brand’s modestly heeled modern loafers, mules, boots, and sandals, which come in gorgeous colored leathers and satins. The shoes are all designed in Freda Salvador’s Sausalito studio by cofounders Megan Papay and Cristina Palomo-Nelson, and fabricated in a tiny family-run factory in Elda, Spain. Quality is paramount, as is wearability, but it’s the styles that have truly set the brand apart. The San Francisco flagship on Fillmore Street attracts a ladylike version of the obsessed sneakerhead—Freda fetishists who collect new styles like playing cards.
