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Swag Talk: Fitters

by on August 29, 2012

The East Oakland boutique has made its way to the South Bay, crash landing in Westfield’s Valley Fair Mall. I got a chance to talk with the manager, Gary Gill, who gave me a run-down of Santa Clara’s newest swag source.

Fitters’ Valley Fair location may have only opened a few months ago, but this street wear apparel mecca has been a Bay Area presence for over 20 years. Gary’s brother-in-law Raj opened Fitters’ Oakland location 25 years ago – the company has expanded since to Hayward and most recently, the South Bay.

Fitters is the place to go for exclusive street wear apparel and the best selection of hats – it’s no surprise that they have one of the biggest selections of snapbacks in the Bay Area after seeing their extensive wall of headwear. Fitters carries higher-end mainstream and some underground brands – everything from The Hundreds, 10Deep, Billionaire Boys Club, BLACK SCALE, Stussy, and Crooks & Castles. They’re going to be getting Ice Cream, Holloway – a local brand out of San Jose, and Benny Gold (another Bay Area native) soon, as well as Pink Dolphin sometime next year.

Fitters’ Valley Fair Mall location.

“We keep it very strategic when we order product – we know what people want, and we keep sizes limited to stay exclusive. That’s the best part about the store – even if some of the brands are a little mainstream, you’re still getting exclusive pieces because we usually have no more than one item in each size,” says Gary.

Gary – and the whole team – is looking forward to the day that Fitters is a household name in the Bay Area as your go-to in street swag – that day won’t be too far away, in my opinion. With great well-known and under-the-radar brands filtering into Fitters, I won’t be surprised to see the company become one of the best on the West Coast.

Check out Fitters’ 3 locations –

East Oakland: 7200 Bancroft Ave # 118, Oakland, CA 94605

Hayward: 1 Southland Mall Drive, Hayward, CA 94545

Santa Clara/San Jose: 2855 Stevens Creek Boulevard, Santa Clara, CA 95050

Look out for a Fitters in the Concord/Walnut Creek area.


  • GMan

    Your clothing is awesome! Thank you for sharing vision with the Bay area