OUR CITY MISSION
Turf Coats started with a trip to Fisherman’s Wharf. We would head down by Pier 39, go into the college shop, and buy a blank Starter-style coat. Then we would buy the letters separately for five dollars apiece. There was no finished design waiting for us. We made it ourselves, one letter at a time.
We put our neighborhoods on those jackets. We added our nicknames and quotes that meant something to us. Each coat was different because each person had their own story. That was the original turf coat: a jacket that showed where you were from and who you were.
In San Francisco, we called our neighborhoods our turfs, and we took them seriously. A turf coat represented your block, your people, and the place that raised you. Those jackets became such a visible part of neighborhood life that police would sometimes confiscate them from people wearing them.
Today, we carry that idea forward through varsity jackets, satin jackets inspired by the original coats, and custom turf coats. The styles have grown, but the purpose is the same: give people a way to represent where they’re from and tell their own story.
THE BLUEPRINT
START WITH A BLANK COAT
The first turf coats began as blank jackets bought near Fisherman’s Wharf and Pier 39. The jacket was the starting point. What we put on it made it ours.
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MAKE IT PERSONAL
Five-dollar letters became neighborhood names, nicknames, and quotes. No two coats had to say the same thing, because no two people came from the exact same story.
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REPRESENT YOUR TURF
A turf was the neighborhood that raised you. Wearing its name meant carrying your people and your pride wherever you went.
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CARRY IT FORWARD
We’ve brought that idea into varsity jackets, satin jackets, and custom turf coats. The styles have grown, but the purpose remains: let people show where they’re from in their own way.
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