MONOGRAM: List your full name, profession, and place of residence:
LISA BÜHLER, owner of Lisa Says Gah, San Francisco, CA.
MONOGRAM: How’d your fashion career begin?
LISA: I got started on the wholesale side of the business. I was a sales rep for designers selling to buyers. I worked with Nasty Gal as their rep and was eager to get on the buying end. When Nasty Gal moved from SF to LA, I landed a job on their buying team. I was a buyer and worked in product development for about 4 years before moving to SF and starting Lisa Says Gah. One thing leads to the next.
MONOGRAM: You’ve gone from working for other brands to building your own in such a seamless way. Knowing what you know now, what’s the best advice you’d give to someone who wants to start their own brand?
LISA: My advice is to get experience and learn what you enjoy and where your strengths are. Give yourself enough time in one place to grow. One job does not equal one experience. I believe you can have many experiences in one place over time if you’re pushing yourself to grown and learn.
MONOGRAM: LSG is a well-known champion of young design talent. How much of your day do you spend sourcing new brands to carry on the site?
LISA: Gabriela (assistant buyer) and I always have our radar on. More than ever, new talent is easier to spot thanks to social media. We find new brands on traditional buying trips to LA and NYC, personal travels, Instagram, and via those who reach out to us directly.
MONOGRAM: We love the photos on your site. You're known for using non-professional models to sell clothes. How do you find the right ladies?
LISA: Thank you! We source a lot through friends in town or through Instagram, and once approached someone working at Wasteland.
MONOGRAM: Who’s your all-time favorite designer, and why?
LISA: Stella McCartney for trailblazing sustainable fashion and for making fashion fun and approachable. I have always appreciated her models smiling on the runway. The confidence in the brand is most attractive to me.
MONOGRAM: How would you describe your personal style?
LISA: Usually repetitive of current favorites. A hint of feminine and simple.
MONOGRAM: Do you have a favorite vintage t-shirt? How and when did you acquire it?
LISA: I got THE best soft, well-worn, pale blue oversized vintage tee in 2004 while in college (when I discovered vintage). I adored it and wore it for 4 years straight. I repaired it a few times until it quite literally fell apart one day. I guess I did it in.
MONOGRAM: What’s your favorite way to style a t-shirt?
LISA: With high-waisted trousers, pumps, and a blazer.
MONOGRAM: Do you use graphic t-shirts to articulate your point of view? How so?
LISA: Absolutely. I love a subtle undertone.
MONOGRAM: Lightening round: describe yourself in terms of the following…
LOCATION: Warm and remote
BEVERAGE: Iced chai
VEHICLE: On foot
RITUAL: Work and observation
PHOTOGRAPHY: Maria del Rio