Stepping into Red Square in San Mateo is like stepping into a hidden New York fashion boutique, whimsical tea shop and crafting circle rolled into one. From the chair nailed to the wall to the throw pillows on the floor to the row of sewing machines in the back, there’s a whisper of whimsy that serves as a counterpoint to Red Square’s edgy womenswear vibe.
"I want this place to be where ideas thrive," said owner-designer Alexandria Von Bromssen, who opened Red Square in May by persuading the landlord to give her a one-year shot at turning the store into a success. "When you shop, you want it to be fun. Everywhere (else) is overpriced and dry."
The concept for Red Square came from her "understatedly loud" design aesthetic – mix-and-match basics (Code Red, $80-$350) that can pair with Converses or high heels – and from her all-ages sewing school, Camp Couture. It was actually the camp that prompted her move into a storefront, because it had long outgrown her San Mateo garage.
sf chronicle – style section
August 31, 2011 By