A year ago, a group of shops opened in the Flower Hill Promenade (2720 Via de la Valle), called the Row Collective, composed of independent retail, local artisans and purveyors of good taste. Among them was Lone Flag, the vision of husband-and-wife Sam Larson and Kelli Murray, who merged his experience in retail apparel with her knack for design (check out her work here) to create an impeccably curated shop.
I had worked for brands in the past and always wanted to see retail here in town that matched some of our favorite shops we sold to elsewhere, Sam says. I dont know that we had confidence it would work here; I think we more just wanted to try and werent too afraid to fail.
Lone Flag has filled a niche by featuring clothing and accessory brands you dont find in many (or any) stores in San Diego, like Ace & Jig and Portlands Bridge & Burn. San Diego-based Bradley Mountain leather goods are sold here. And, before Boutonne—another local company, which specializes in minimalist / rugged totes and bags—opened up in Row Collective, its products were at Lone Flag.
Lone Flags also started its own clothing line that includes collaborations with indie labels, like Dixon Rand. Theyve got some holiday one-off collaborations in the works, Larson says, and in November, theyll roll out a line of denim for woman, made in Los Angeles.
The goal was to curate and create amazing pieces that could only be found here and were San Diego and our style and design, he says.
As for the future, Larson says theyve looked at a few locations for a second shop and are considering a holiday pop-up in Little Italy to test the waters