Boutique Buzz: San Francisco's "Legion"

There aren't many stores that I enter and immediately love. But Legion, a lifestyle boutique in San Francisco that opened a few months ago, is an exception. Owned by Bay Area style maven and writer Sydney Pfaff, Legion is a lesson in modern, creative, less-is-more fashion. With a bright, beautiful yellow back wall, a succulent box hanging above, and exquisite detail paid to every inch of the store's aesthetic, this is a hard place to leave without buying a few things. And with your new purchases, you'll be pleased to show off original items that few other people have. Pfaff specializes in carrying small batch items from independent designers. As a result, there's constant new stock in the store (so a weekly visit there is now on my to-do list). 

The Penny Rose recently caught up with the new store owner, whose boutique is located in Chinatown.

What's the style and aesthetic of your store and merchandise?

The shop is simple and clean, but also feels very personal to me and my own style. I picked each line because they all made things that I would wear. I love clean shapes with unexpected details, like a twisted seam or a unique print. As for the non-fashion products, I love being surrounded by fun and interesting little things—books, perfumes, candles, ceramics—but not in a cluttered way. Everything has its place. I have apparel, handbags and leather goods, sunglasses, scarves and jewelry, ceramics, books, apothecary items, and other home accents like pillows and glass terrariums. Each piece complements the next in some way. I like to think they could all live happily together.

Legion is generating buzz; what do you think makes it stand out?

The press has certainly been kind to us. Being "off the beaten path," it's important to get buzz going and I'm really thankful for the coverage we've had. I'm truly excited by the whole experience of finding things I love and sharing them with people, so it's been pretty dreamy.

How would you describe your personal style?

I like to be comfortable, first and foremost. I ride my bike or walk everywhere. I wear pants most of the time, skinny jeans or printed pants (my collection seems to be growing lately) and I love silk tees and dresses. Basically, no fuss, and I love great prints, but my favorite color is grey. It sounds boring, but there are so many good shades of grey and they go with anything.

What’s your favorite brand of denim?

I love Blank; $78 for a pair of staple black skinnies? I stock them at Legion and you can't beat the price for well-fitting jeans.

What fashion designer are you eyeing right now?

I am so excited for Evens. It's a gorgeous line hand-made by a very cool gal in Houston named Kate de Para. We're getting it for spring and I honestly can't wait. Simple silhouettes in the best fabrics and neutral prints. 

What’s your favorite skin care item?

I love OLO's Argan Oil Hair Tonic. It makes my hair feel healthy and gives it a pretty shine. And Native State is another go-to. They make all-natural and vegan formulas, and I swear by their Ritual Lotion.

Mani or pedi?


Lip gloss or lip balm?

Etta + Billie Double Mint Lip Balm (a great San Francisco-based line we carry) layered under Laura Mercier gloss in Babydoll.

Heels or flats?

Both! Always Keds for my bike commute, and then usually booties or oxfords.

Find Legion at 679 Clay St., San Francisco, (415)-733-7900.