Atascadero gets new clothing store
Farron Elizabeth designs, cuts clothing in-store
Farron Day is new to Atascadero, she chose the city specifically for her clothing store, Farron Elizabeth. She had been living in Baywood Park when she decided to open a retail store for her clothing line.
“I was looking at spaces in SLO and at spaces in Paso,” Day said. “I was walking up and down Entrada and Traffic [Way]. [I] thought it was really cute. It just felt right.”
The retail space at 5595 Entrada Ave. has stood empty since it was built several years ago. Day not only occupies the lower retail space, but since leasing it, the upstairs apartment came available.
Day opened the store on the evening of Saturday, April 4. The store, Day said, was packed, with many of the attendees from Paso Robles. Day’s goal is to make clothing that is flattering to all body types. sizes and ages, all the while being affordable. The Farron Elizabeth line ranges from $10 up to about $50.
Day went to the Fashion Institute of Design and Merchandising in Los Angeles, graduating when she was 20. She went on to work for a T-shirt company for nearly three years, before she started her own company. For the last 10 years she was doing wholesale manufacturing.
“I wanted to cut out the middleman and sell directly,” Day said. Now, the Farron Elizabeth line is only available in the Atascadero store and online. “It allows me to cut my prices.”
Day describes her designs as “loose and comfy,” being able to be worn during the day and then transitioned into evening wear. She cuts all of her designs in the back room of the store and then sends them to Santa Maria to be stitched before returning to the storeroom floor. She buys all of her fabric in the United States and takes pride that her clothing in manufactured in the country, especially locally. The other clothing lines she sells, she ensures are made in the U.S. as well.
Adorning the walls of Farron Elizabeth’s shop are two large paintings by Paso Robles resident Adam Eron Welch. Day said Welch took his inspiration for the paintings from Farron Elizabeth’s logo, Day’s favorite color and her inspiration — Kate Moss.
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