It’s not unusual for tailors and cobblers to lament the rise of fast fashion, which incentivizes a continuous cycle of disposal and consumption, rather than a TLC approach to one’s wardrobe.
But Dana Calara, co-owner of San Bruno’s The Cobbler, sees a shift in the younger generation, many of whom are not only into retro vintage clothing items but are also more invested in sustainability.
“They’re more interested in the environment now, and sometimes don’t want to let go of their things. They’re more attached to them now,” Calara said.
Calara runs the business, which recently relocated to downtown San Bruno, with her husband Jay, who has been in the industry for nearly two decades.
While the new location is smaller and doesn’t offer dry cleaning services, business is still doing well. Thrifting remains popular — not only to find pieces from the 1990s and early 2000s that are now back in style — but also to avoid spending money on cheaply made goods that are, somewhat paradoxically, getting quite expensive. Dana said they often work on leather handbags or items that customers purchase from secondhand stores and do clothing alterations and repairs.
“It’s not just younger people, but older people as well, they’ll go to a thrift store and get a pretty good deal. For them, it’s worth it,” she said.
While the foot traffic at the new location is different than downtown San Mateo, where they were previously located, Dana said they haven’t noticed a big drop in customer transactions.
“Most of them are following us here, even customers that are a two- or three-hour drive away. They’re even willing to mail to us,” she said.
The Cobbler has more than 70 years of history in the area and has seen several ownership changes since then. The Calaras purchased the store in 2019, as Jay was looking to start his own venture, and Dana left her job in the medical field to join him. While her husband still takes on more complex projects, she also works on repairs and alterations — in addition to running business operations — after taking classes and learning the ropes from Jay.
“It’s nice having your own business. It has pros and cons. You have to have all your time put in the business, and it’s not like you can call in sick or take vacation,” she said. “But we are building a legacy here.”
The Cobbler is at 440 San Mateo Ave., in downtown San Bruno. Go to thecobblersb.com for more information.
