Dressing should be easy. Clothing should fit into your life and make you feel amazing. This is the philosophy behind everything we make. It's about more than fashion and more than trend, it's about your clothing fitting into your real life and saving time and effort getting dressed in the morning.
We keep our best selling styles in the line season after season because when you find something you love, you want to wear it again and again. Many of our customers own multiples of the same pieces because they don’t have time to shop around. We also offer new styles every season so that you can find your new favorite.
Meet Sarah Liller
When I was a little girl, I dreamed of being a fashion designer.
I had a deep love for fashion and an emotional connection with clothes - different outfits made me feel more confident, more feminine, more rebellious. I watched a lot of old movies, and I loved how the women dressed - clean lines, sensual drape, beautiful colors, endless sophistication. When I was thirteen, my mother taught me how to sew, and creating beautiful things has been my passion ever since.
The beginning of Sarah Liller SF
After obtaining a college degree in science, I realized that my true calling was design, so I applied to Parsons design school in NYC, and I got in.
After school, I moved to San Francisco and started Sarah Liller SF by making dresses in the back of my apartment in the Mission District and selling them in a little shop in Noe Valley called "In-House.”
In 2013, I was accepted to the Macy's Fashion Incubator, which helped me scale my business. As I continued to sell my pieces in the shop in Noe Valley, I noticed that the items that did the best were made from a knit jersey fabric I was experimenting with. The feedback I kept getting was that women wanted a few key pieces that could be the go-to's in their closets. As I entered my 30's, I found that I wanted the same things, so the collection evolved to fill that need.
I approach the design process now from that point of view. Every piece I design is well thought out, designed with the customer in mind, but it's not just intellectual, it's about the feeling of the clothing too. I want women to put on my clothing and feel amazing.
I want to capture that feeling of easy elegance I see in those old movies, a sophistication that is also approachable and modern, a sense of being comfortable with one's self.