Meet this year’s cast of tastemakers who are setting the tone for fashion in San Francisco.

Megan Papay (37) and Cristina Palomo Nelson (28), designers behind the year-old shoe label Freda Salvador, have managed to translate SF’s eclectic style into a unified aesthetic that is irrefutably cool. At their first store, which opened in Cow Hollow in February, you’ll find modern reinterpretations of classic boots, oxfords, and moccasins that are gamine with nods to skaters, the Wild West, and fetish gear. Strap on a pair, and you’ll see what everyone is talking about. The women’s personal closets are proof that opposites attract. Papay is drawn to bohemian dresses and bold prints. Palomo Nelson dons mostly black. “We both have our own canvases,” she says, “but where we come together is footwear—and ripped denim.”

Megan

Inspiration:
The glammed-up grunge of the 1970s and ’90s.

Discount go-to:
The consignment store Goodbyes on Sacramento Street.

Fashion posse:
Aidan Pilgrim and Kacee Pyles of Pilgrim & Pyles. They both have unpredictable yet impeccable style.

Style evolution:
I’ve gone from hippie-grunge to designer-boho. I live for casual elegance.

Uniform:
I love mixing prints, big jewelry, and statement shoes with baggy boyfriend jeans.

Movies:
Juno, Midnight in Paris, Coco Before Chanel

Fall pick:
Frēda Salvador’s Conquer boots

Cristina

Inspiration:
People-watching and street style around 
the world.

Treasure trove:
Stuff in the Mission. I am obsessed with their assortment of junk.

Favorite shop:
I can’t wait to visit Harvey Nichols in 
Hong Kong now that 
they carry Frēda.

Childhood hero:
My dad—an exquisite shoemaker and a hard-working business man.

Cheap thrill:
True Blood.

Escape:
Mangalitas—my family’s beach house in El Salvador.

Style icon:
My mother is the best-dressed person I know.

This article was published in 7x7's September issue. Click here to subscribe.