Frēda Salvador Expands With New Store in Manhattan

Frēda Salvador is back in New York. Like many independent companies, the California footwear and accessories brand shut down its three stores — one in New York and two in its home state — during the pandemic in 2020. Now, co-founders Cristina Palomo Nelson and Megan Papay are focused on brick and mortar with its new Manhattan location, located on Mercer Street in SoHo, launching last week.

This is their second location, which was designed to be an extension to their flagship store at 2011 Fillmore in San Francisco. That outpost opened last year. In April, Frēda Salvador will land in Los Angeles with another new store.

“Our thing is building community,” said Papay. “We just want to see people in real life and get to know them. Retail was always a component of the brand, and our customers here are just growing so quickly that it seemed like the right time to open.”

Inside the New York location, customers will find handcrafted footwear, made in Spain and El Salvador, along with handbags, belts, and a specially chosen assortment of vintage, home, and goods from artisans and designers both Nelson and Papay admire most.

The store is designed with an open plan with white walls and vintage bohemian rugs, which is reminiscent of the coastal aesthetic brought from Frēda Salvador’s corporate headquarters in Sausalito, Calif. There is custom millwork shelving, rounded doorways, custom woodwork to display a rotating selection of pre-loved t-shirts, denim and their iconic upcycled chore coats done in collaboration with Born to Roam Vintage, as well a zellige tile cashier stand and stair display.

Standout styles include the brand’s take on a Wallabee, loafers, Western boots and ballet flats. “Wovens are so big for us,” Papay added, noting a range of silhouettes offered in the material.

Leather and suede water-resistant boots are also included in the offering as well as metallic Mary Janes for holiday.

Outside of direct-to-consumer, Frēda Salvador is finding success with its wholesale accounts, including Goop, Revolve and Moda Operandi.

Freda Salvador‘s NYC store is located at 83 Mercer Street.