The General Store in San Francisco’s Outer Sunset neighborhood has a distinctly California feel. The soaps and skin products are all natural and the ceramics are glazed in earthy blue and speckled brown colors. You can leave the store with an entirely new outfit of vintage Levi’s shorts (perfectly destroyed), handmade moccasins and an organic cotton tee. You’ll have embodied Northern California’s laid back, slightly crunchy vibe.

With the product selection in mind, it’s not surprising that owners Serena and Mason both grew up near the seaside. Born in Massachusetts, Serena spent her childhood in Hawaii before moving to Santa Cruz for school. Her husband Mason grew up in Southern California before also moving to the Bay Area to study architecture.

Their paths crossed when Serena was working at Mollusk nearby, where Mason would stop by in search for surfboards. “I’d been living in this neighborhood for a while and learned about running a shop,” Serena told us, “I was actually looking for an artist studio.”

After finding their current space, the thought of having an artist studio evolved into one of having their own store. “We were trying to figure out what the neighborhood needed,” Serena explained of the store concept, “We wanted it to carry everything that we personally thought we needed and loved.”

They began sourcing products locally, and have stuck to that initial thought with the exception of a handful of products. It’s become the perfect one stop shop for small decorative home goods, unique accessories and design inspiration.

Plus, they’ve recently started hosting classes in their backyard space. The latest? An indigo dyeing workshop held with Lookout and Wonderland. Attendees left with summery looking hand towels and tees, and a new knowledge of how to dye at home.

Serena is wearing the Chandler in Olivewood and Mason is wearing the Ainsworth in Walnut Tortoise.

Photos by Nick Fay


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