ABOUT gitane
tane opened its doors in 2009, but its story began long before that. Founder Malika grew up in France and began her career at a young age in the fashion district of Paris. After coming to the United States, she spent years working in boutiques throughout the San Francisco Bay Area, developing an eye for beautiful clothing, quality craftsmanship, and, most importantly, the personal side of fashion. As Malika raised her daughter, some of her favorite moments were the ones they spent shopping together: discovering new pieces, figuring out what worked, and simply enjoying the experience together. She wanted to create a place where women could have that same experience, whether they walked through the door with their daughter, their mother, a friend, or simply themselves.
From the beginning, Gitane was meant to feel different from shopping at a large department store. It's personal, welcoming, colorful, and a little unexpected. Women of different ages, styles, shapes, and sizes shop here, and that's exactly the point. Malika has always believed that clothes should fit you, you shouldn't have to fit the clothes. Our team is here to help you find what makes you feel amazing, whether that's something completely within your comfort zone or a piece you never expected to love. And we'll never encourage you to buy something simply for the sake of buying it. As Malika says, "Don't get it unless you absolutely love it." and that philosophy extends to every piece that comes through our doors.
Malika personally selects Gitane's collections, traveling to markets, designer showrooms, and fashion events in New York, Los Angeles, San Francisco, and beyond. New York Fashion Week is a particularly important buying destination, giving her the opportunity to discover designers and collections before deciding what belongs at Gitane. We don't want our racks filled with things you can find everywhere. At least half of the brands you'll find in the store produce their collections in limited quantities or cut pieces to order. Many come from smaller and independent designers rather than mass-market labels. Gitane is intentionally curated so that every visit offers something worth discovering, from an incredible everyday piece to the unexpected item that makes you stop and say, I have to try that on. Fashion shouldn't be about changing yourself to fit into something. It should make you feel amazing. It should bring you joy. That's Gitane.
