Rogue Autumn/Winter 2011 Collection Video from ROGUE on Vimeo.


SFFAMA, Inc and Astro Studios present the SF Design Week 2012 Runway Show & Fashion Presentation. This is the first year that AIGA SF is incorporating fashion within the weeklong event. It is also an event to raise public awareness of the impact that fashion and design have in the San Francisco Bay Area. The runway show will feature fashion retailers ROGUE and JYJZ and local emerging designers AUDREY SZETO, JENNIFER SCHMIDT, and SCOTT IAN MCFARLAND.

  • WHAT: SF DESIGN WEEK 2012 Runway Show
  • WHEN: Saturday, June 16, 2012. Door Opens at 6:30pm, Runway Starts at 7:30pm
  • WHERE: ASTRO STUDIOS, 348 6th St, San Francisco, CA 94103
  • RSVP:  Tickets are $20 at the door and discounted rate are online 
  • Dress Code: Dress To Impress
  • CONTACT: Owen Geronimo /

[June 10, 2012 – SAN FRANCISCO] SFFAMA, Inc. is pleased to announce the first annual SF Design Week Runway Show & Fashion Presentation to be held at ASTRO STUDIOS, 348 6th St, San Francisco, on Saturday, June 16th, 2012, with doors opening at 6:30PM. TICKETS are available at the Door for $20 and discounted rate online at  The dress code calls for ‘DRESS TO IMPRESS’ attire.

Built around the lifestyle of New York based designer Jimmy Reilly, ROGUE is the casual masculine leather and cloth outerwear collection that rapidly gained prominence in top retail stores across North America and has since expanded into a contemporary men’s lifestyle collection. JYJZ is a new online fashion apparel and accessories company based in the San Francisco Bay area, with a passion for providing unique and stylish, high quality clothing at affordable prices and a selection of trendy styles ranging from fun casual to designer dressy. AUDREY SZETO is an artist and designer inspired by the intrinsically unique nature of each individual. “The Safest Way to be” is a collection of garments inspired by methods of protection and self-preservation. Whether through suggestion of aggression or ritual practice, there is a connection between the physical and psychological that affords security and empowerment to the wearer. JENNIFER SCHMIDT made her debut at the ‘Gaultierize Yourself Fashion Show’ at the De Young Museum to celebrate the Jean Paul Gaultier exhibition.  Jennifer is an Apparel Marketing and Fashion Design graduate of CSU Sacramento and the Academy of Art San Francisco and her motto is “Live, Love, Create.” SCOTT IAN MCFARLAND grew up picking up fabrics for his mother’s quilts. After a BFA in sculpture, he evolved towards fashion knitwear in order to create “wearable sculptures.” Scott graduated with a MFA in Knitwear from the Academy of Art in San Francisco and his men’s collection was shown at New York Fashion Week. Scott can be found in the knitwear department of the Academy of Art and he is currently preparing to launch his own knitwear line. 

AIGA SF represents more than 20,000 Bay Area design professionals through national activities and local programs developed by more than 66 chapters and more than 200 student groups. Since 2006, AIGA San Francisco has organized San Francisco Design Week as a way to reach out to a diverse community of design professionals as well as local businesses, non-profits, entrepreneurs, students, the design-savvy public, tourists, and more. 

Astro Studios  is a performance-driven design studio, focused on the intersection of lifestyle, technology and design. HQ’d in San Francisco, they sit at the epicenter of this cultural collision. With offerings that blend Vision, Brand, Product and Interactive, Astro specializes in connecting design and popular culture, instigating change and incubating business objectives. Astro is spreading their collaborative spirit to the local community in support of art, fashion, music, and business innovation with a newly opened gallery/event space on the main floor of their SOMA studio location. 

SFFAMA, Inc [San Francisco Fashion and Merchants Alliance, Inc.] is a California non-profit corporation supporting fashion, design and technology entrepreneurs, startups and communities and is the largest fashion industry organization in Northern California. SFFAMA provides business, technology and fashion industry education and resources while serving as a business and social development network for our 5000 members and industry partners.

For media relations, publicity, product promotions, sponsorship opportunities, and booking info, please email Owen Geronimo [] at