Much can be said when walking into Seldom Seen, the curated jungle at 522 Octavia Street. Carrying both local and international designers, both Daniel Lee and Natasha Wong (co-owners of Seldom Seen), agree that style transcends a price point but here is the real question, what is Urban Prep?
The two created their business from the ground up and the authentic appeal that exudes can be visibly noticed from the minute you walk in.
Though the path to Seldom Seen and to open a retail store came with a learning curve, both Natasha and Daniel held highly respected job titles before deciding to move forward with the store. “I started my career at Levi’s and then the Gap, and most recently lululemon Athletica. I managed their women’s bottoms business from HQ in Vancouver before deciding to move home to SF to open the lululemon store in the Westfield Mall,” said Natasha, while Daniel also came from a retail background, “I was a partner in a menswear boutique called Department Seventeen. It was early on when Americana and heritage workwear was starting to gain in popularity.“
Both Daniel and Natasha agree that the aesthetic of their store speaks to a specific Bay Area customer, “As it turned out, we both have a very similar sense of style and we wanted to open a store that represented our particular viewpoint and aesthetic. We call it Urban Prep,” said Daniel, Natasha added, “we’re both also born and raised in SF so it was also a goal of ours to open in our hometown.”