Apropos Boutique, a small clothing business in downtown San Luis Obispo, has a meaningful mission that goes beyond the fabric itself. Owners of the mother-and-daughter shop, Natalie Risner and Laura Bjorklund, celebrate inclusivity, sustainability and community through the clothing on the racks and function of the store.
Bjorklund, Risner’s mother, has been involved in San Luis Obispo retail since 1976 with the previous clothing store, Up Your Alley. The mother-daughter dynamic has kept the store’s spirit alive throughout Apropos Boutique’s run, which was established in 2002.
“I’ve been doing this my whole life. I just love fashion, and I love this little town and I love my customers,” Bjorklund said. “It’s so fun to be with my daughter.”
Apropos allows women to find clothing of many styles and shapes without having to worry about contributing to fast fashion. The business focuses on purchasing clothing that prioritizes sustainable fabric and longevity.
“We’re always focused on finding designers that are thinking about … using recycled materials or quality fabrics that are going to last,” Risner said. “It’s really important for our future to take care of the environment.”
Along with their commitment to sustainability, Risner and Bjorklund work hard to execute a “Women Just Like You” branding.
“We have women come in and tell us all the time how thankful they are to have a really nice place to come, find nice clothes and feel good about themselves,” Risner said.
The brand includes various sizes ranging from two to 18, aiming to create an environment that does not limit anyone who walks in.
Apropos’ owners hope that their deeper purpose creates an atmosphere where women can fully embrace themselves. They want to defy the societal view that women have to be a certain size or look a certain way.
Outside the clothing, the genuine nature of the store has created an interactive space where customers are also companions with the owners. Many customers claim they feel heard and seen through the friendly company and clothing.
Grace Goschke, a long-term customer, said that her favorite aspect of the store is the people who own it. Goschke explained that she loves how the owners provide her with truthful advice, making her confident in every choice.
“My favorite pieces are some [of the] ‘Johnny Was’ dresses and they are just comfortable and pretty,” said Goschke.
Like other small downtown businesses, Apropos has created a close community with surrounding stores. Both Risner and Bjorklund have customers who know them personally through their in-store encounters.
“I have people that [I] don’t see for 10 or 15 years and then they pop in … knowing that they can come in and talk and they can tell us about what’s going on in their life. They don’t have to buy something,” Risner said.
The owners feel that their brand fits in with the special feel of San Luis Obispo, where local businesses are the heartbeat of the community.
