This Union Square outpost sells luxe clothing to the Bay Area’s tech moguls.
with corporations citing reports of break-ins, shoplifting and unsafe conditions outside. But for as long as Newton’s worked there, which is about a year, Brunello Cucinelli’s San Francisco shop has not had any robberies or break-ins. A security guard stands by the store’s doors, and the door often remains locked, though the guard working that day told this reporter that the locked doors are more a holdover of pandemic-era appointment shopping than a response to anxieties over safety.
Newton wouldn’t name names of the San Francisco boutique’s visitors, but she did concede that she’s seen a few tech executives, politicians and athletes during her time. All who enter the store are fluent in the store’s sartorial lingua franca — and the cachet that the clothes carry in these vaunted circles.
That cachet has even created a new tier of customer, Newton said: the aspiring one-percenter. “Last week, I had an individual come in,” Newton told me. “He’s doing a new startup — or at least proposing it to get funding, and he was looking for clothing because he wanted to present himself well to his speaking audience.”
Caronna echoed the idea that would-be founders are wearing Cucinelli: “Now that icons of the tech industry are known to wear Brunello Cucinelli, many young entrepreneurs are also interested in wearing the brand.”
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