Inside the Store | Seldom Seen

Seldom Seen is a new, online shop that launched this Fall from San Francisco’s Bay Area.  We were so happy to have the opportunity to catch up with co founders Natasha & Daniel for their first season open.  We wish them the very best of luck as the store continues to grow & evolve.
Co founders Natasha Wong & Daniel Lee

Co founders Natasha Wong & Daniel Lee

Congratulations on launching your new online shop! Tell us a little bit about your background and how Seldom Seen came to be.
Natasha and I both come from fashion backgrounds. She’s been in retail since high school and had a career in merchandising for almost 10 years at various companies, most recently lululemon. I was a partner with a menswear boutique located in San Francisco for several years. We had discussed her interest in starting her own business while she was living in Vancouver and working for lulu and after I left my last partnership, decided it would be a good time to do something together. We actually had no idea about concept initially. We just had a great repoire and a passion for product and experiences.  Over the course of about a year, we would meet sporadically either when she was back in town visiting or over skype and slowly developed our concept.
Describe the overall idea or concept for the store.
We went back and forth trying to figure out what our look was and we could never quite put our finger on it. There was always just a hazy idea of who we were and how we liked to dress but no concrete words to describe it. We came to the realization our look was a combination of both a clean street aesthetic and a modern take on preppy. We decided to call it Urban Prep. It was also a mix of East Coast sophistication and the laid back West Coast lifestyle. The only problem (and in our case opportunity) was that there was no one store we could reliably go to that catered to us. That’s how the idea of Seldom Seen was born.
What sorts of things will we see in the shop this fall?  Any personal favorites?
For us, being from San Francisco where the weather varies so much from neighborhood to neighborhood , every season is about layering and you can see that influence in our store. We do feel that outerwear really helps to complete the Urban Prep look. Mixing and matching bombers with preppy stripes and nice button ups or peacoats with sneakers and hoodies is what we’re all about. If we’re talking about favorites, you can’t go wrong with the olive green bomber with camo lining from Fidelity Sportswear.
What are you future dreams and ambitions for Seldom Seen?
The future of Seldom Seen is wide open but we would love to open up a brick and mortar in SF in the not so distant future. Beyond that, we definitely have big dreams and aspirations. Just getting to where we are now felt almost impossible two years ago but we learned to take it one step at a time and will continue to keep that same mentality.
Thank you Natasha & Daniel for sharing the story behind Seldom Seen.  For more information, please visit their website.