A conversation with Erica Tanov, Owner and Designer

• How would you describe your designs?
  • My designs are romantic in that I use flowing fabrics, and pieces aren't super-structured. There’s definitely a bohemian side to my style, because that’s how I dress. And some collections are vintage-inspired. But I strive to create timeless pieces; I don't do trendy collections. I create full collections with full ensembles that are all meant to be mixed and matched.
• Who do you design for?
  • Our customers are not as label-conscious. They will go to the more known, bigger labels but they appreciate quality and care and beauty without needing a super famous designer.
• How did your style develop?
  • I studied fashion design at Parson's in New York. After graduating, I worked for a New York designer for a few years and then I branched out on my own. I started designing mainly lingerie and loungewear at first. Over the years, my work evolved gradually into a full clothing collection. 
• What inspires your designs?
  • My collections are definitely fabric-driven and that's how I start them -- by choosing the fabrics. Then I decide the styles and silhouettes. I design my own prints. Putting the textures and patterns together is the most exciting part for me.
• Where do you source your materials?  
  • My prints are made in India and Korea. My other fabrics are mostly French and Italian. Some are Belgian linens. All my clothes are made here in San Francisco, with the exception of my handknits and leather goods, which come from Bolivia.
• What makes your materials special?
  • I use primarily natural fibers. In spring, I use a lot of linen and cotton and silk. In fall, wool, cashmere, silks and cottons. The feel is very important to me.