Anaïse, San Francisco

An exclusive look into the new space of Anaïse.

For years I have admired the Anaïse journal page, a selection of imagery taken of both the store’s garments and found or borrowed imagery from the extended community. I enjoyed the clear direction and sensitivity prevalent throughout the stream of chosen visuals, so much so, that I was never sure whether it was store-related or not. Clever use of virtual space. Which is why it is so lovely to see Anaïse’s vision come to fruition with the newly opened retail space on 20th Street in San Francisco. One of the most exciting stores to recently open, owed to the fact that it is a true representation of the store’s ethos, and its owner Renee Friedrich’s subtle attention to detail.

Renee kindly took a moment to open up the Anaïse doors for us, virtually speaking…

AG: I think the reason I’m drawn to your curation of garments and objects, is because you have a way of staying very honest to who the ‘Anaïse’ woman is. In your own eyes, who is the Anaïse woman?

I’m very much drawn to French and Italian cinema from the 60s and 70s. There is something romantic, alluring, and feminine about the way women dressed during this time. I imagine the Anaïse woman as a character from this period, and generally pick out pieces that would fit her character and life.

AG: Tell us about your transition into a new space. How has this been for you personally? What has been your most favourite aspect?

It´s gratifying to be able to offer a special environment and atmosphere to complement the clothing and objects. The store is tucked away on a quiet, residential street in the Mission neighborhood of San Francisco. It has a genuine, sincere feel to it, and there is a strong sense of community here, which I love. I wouldn’t want to be anywhere else.

AG: Did you collaborate with anyone in particular in the construction of your space?

We planned the interior ourselves, and kept the design relatively simple, light, and airy to allow the clothing and objects to speak for themselves.

AG: Did you have any specific inspirations for the interior?

I´m greatly influenced by French and Italian furniture and lighting design from the 50s to 70s. I’m also fascinated by Japanese aesthetics, and wanted to incorporate all of these elements into the design of our interior.

AG: How does one feel when they enter the space?

I’d like people to feel like they’re stepping into an intimate, serene place, as if they’re in a friend´s home.

AG: What music are you playing?

Gene Ammons, Bob Marley, Serge Gainsbourg, Dalida

AG: What scent are you are burning?

Astier de Villatte’s Yakushima incense or sage.

AG: How do you divide your time between work and creative. Is this possible? What are your thoughts on obtaining the balance between these two realms of your personality, are they ever separated?

For me, both aspects are one and the same. Although I work long hours, I love what I do, so it never feels like I´m actually working.

AG: How do you love to spend your downtime?

I love going through photography books or under-the-radar fashion journals, and traveling to gather new ideas and perspectives.

AG: What are some of your favourite San Fran places/spaces?

My favorite places in San Francisco are…
Galerie Japonesque
Trouble Coffee
Small Trade Company’s atelier in the Heath building.




Store images taken by Daniel Dent. Window image by Renee Friedrich.

3686 20th Street
San Francisco, California 94110