About Fred's
In downtown Mill Valley, Fred’s is a multi-brand destination for men and women who move between worlds—nomadic travelers with rock-and-roll hearts. The mix reflects that balance: raw but refined, cool but considered.
Here, every label earns its place and each piece is hand-selected by the owner, Eli Loftus. There’s a strong commitment to California and USA-made brands, alongside select international designers. The best pieces are limited edition or one-of-a-kind—rare finds with story and staying power.
Fred’s isn’t about volume, it’s about conviction. And more than anything, it's about celebrating human connection and community.
The Man, The Myth, The Legend
Fred Demartini—Eli’s grandfather—was the inspiration behind her second store, Fred's.
Fred was a Bay Area original who was impeccably dressed, endlessly curious, and the steady patriarch of his family. He traveled often, carried himself with quiet authority, and believed what you wear is a form of respect.
His spirit shaped the store’s foundation: a place rooted in nostalgia, personal style, and the people who bring it to life.
We're so glad you're here.