Father and son team David (left) and Nick Yahid of Couture Designer European Clothing.
David Yahid, a passionate menswear aficionado, opened Couture Designer European Clothing in 1989 after visiting and falling in love with San Francisco. The business originally opened at 395 Sutter Street, close to its current location in the historic 450 Sutter Street building (#1003). This area of the Union Square neighborhood has long been known for designer and high-end fashion boutiques and retailers that draw tourists, celebrities and trend setters from around the world. During the 1980s particularly, Sutter Street was a mecca for menswear with around twelve different independent men’s retailers, all selling unique fashions to cater to different clientele.
Couture is located inside the historic 450 Sutter Building near Union Square. Built in 1929, 450 Sutter was the tallest skyscraper in San Francisco until the 1960s. Its dazzling features include an inverted gold pyramid ceiling in the lobby and burgundy marble walls next to etched panels in bronze and gold leaf.
Couture sells high-end menswear customized to fit the needs of each customer, and specializes in serving people who have difficulty finding clothing elsewhere often based on height, weight or disabilities. With an attention to customer service, Yahid has secured loyal clientele over the years from politicians, pro athletes and celebrities, including players from the Golden State Warriors to former Mayor Willie Brown. Yahid runs the business with his son, Nick, and wife Lida.
David Yahid with the Golden State Warriors’ Steph Curry.
Upon gaining a spot on the San Francisco Legacy Business Registry in January 2019, Yahid said: “The essence of Couture is the personal touch that comes from ensuring the clothes, the fit, and the person all go hand in hand. Big box retailers don’t offer this type of service. Thirty years later and we’re still here preserving a piece of what Sutter Street once was, a mecca of independent high-end clothing stores.”
Yahid recently produced this video to welcome customers back to Couture after a hard pandemic year:
Despite the dwindling number of men’s retailers in Union Square, and the hardships faced by the business during the pandemic, Couture Designer European Clothing continues its tradition of offering customized menswear to residents and visitors of San Francisco.
Couture is currently by appointment only. Call (415) 509-4698 to set one up!
