Tonight Chillin’ Productions continues to celebrate local artists, fashion designers and musicians with another talent-packed, stellar event at Mezzanine in San Francisco. Tonight’s event marks thirteen years of commitment to Bay Area talent on the part of Irene Hernandez-Feiks, producer of Chillin’ Productions, proprietor of Wonderland SF boutique and gallery, and resident queen of San Francisco’s independent art and fashion scenes.

For years, Irene has been a powerful fixture of San Francisco’s creative culture, introducing fresh fashion and art talent to the world through her unique Chillin’ Productions sample sales. She started relatively small, showing the work of a few up-and-coming designers and artists at 111 Minna Gallery one night a week on the tail end of the dot-com era. This was where I met her. I had done some backstage fashion illustrations for a local designer, and my work was shown at 111 Minna alongside the designer’s clothing line. Immediately I recognized that Irene was a force to be reckoned with – beautiful, tough, smart, sweet and focused.

Fast-forward ten plus years – we both continue to pursue our ambitious artistic visions while balancing the joys and challenges of motherhood. In that time, Irene has built an artistic empire around Chillin’ Productions. A few times a year, she produces the mother of all sample sales, featuring the work of hundreds of local artists and fashion designers. Unlike many other producers, Irene arranges her events so that designers and artists keep 100% of proceeds from the sales of their work. Over the years, Irene’s goal has remained the same – to provide exposure and real sales opportunities for new talent. For this reason among many others, she is a beloved figure among local creatives.

About a year ago, Irene and her hubby Houston Berry opened Wonderland SF on 24th Street near Alabama in the Mission. Irene’s mission to support local artists and designers continues here, but with a more focused, curatorial eye. One sunny day earlier this Spring, I stopped by to visit Irene in her shop. We played dress-up in clothes by a handful of her favorite designers and had a little chat about her business, the San Francisco art and fashion worlds, and what the future holds for her and her creative family.

Irena wears dress by Kathryn McCarron and neckpiece by Gelareh Design. Background art by Mark H. Campbell.

So Irene, what differentiates San Francisco fashion design from that of other cities? What do you think SF has to offer the world fashion-wise?

I think what San Francisco has, as compared with New York or elsewhere, is all of the unique personalities. People are not afraid to wear anything they want. Often when I go to New York, I see more of a uniform, you know, the skinny jeans with the boots and the hoodie…of course, there are exceptions. But here in San Francisco I find that many people really have their own style and they’re not afraid to wear whatever they want. Much of the fashion is way more forward thinking than I see anywhere else. People here wear clothing like it’s art.

What do you think could help establish San Francisco more firmly on the fashion map?

Speaking from the experience of working with local designers, I think that many designers have to learn to finish things better. I think sometimes the quality suffers here. Clothing should fit beautifully, and not just in one size – you really need to have size 2 to size 12. All of these things I think would take San Francisco designers to a different level…mainly strong construction and finishing.

Yes, because a label like Rodarte, for example, has that kind of West Coast/San Francisco deconstructed kind of aesthetic, but they have learned to step it up to the next level construction-wise.

Oh yeah. Yes, designers should finish clothing like that designer I was showing you earlier, Camelia Skikos. Often I find that designers want to get paid $400 for something really lovely, but then it can’t have the buttons coming off and things like that. You know, it has to be more than just a beautiful dress. When you look inside, the hem should be beautiful, the lining, all of that stuff should be perfect. I also find that young SF designers design garments to fit on their bodies, but the clothes really need to be fitted on a fit model if they plan to sell them.

Irene wears dress by Kathryn McCarron and suspender harness by Lauren Rassel. Background art by Micah LeBrun and Renee Castro.

When you were little – for example, at your daughter’s age – did you picture yourself in fashion? What did you want to be when you grew up?

I probably wanted to be a veterinarian…I loved animals. I always loved, loved fashion, though. My dad had a shoemaker that worked 8 hours a day, just to make shoes for my dad. He also had a tailor that worked just for him. So every piece of clothing that my dad owned, he designed and had someone make for him. So I grew up in that environment.

My parents were really well-educated, and I felt kind of pressured to go to school, but I really just didn’t know what I wanted to do at that time. I studied broadcasting, but I wish that I had had the time to study fashion design, because that really is my passion. I have all of these ideas, but I don’t really have the skills.

Well, there’s time yet…look at all of the amazing things you’ve accomplished! If and when you are ready for that, I’m sure you’ll have a very supportive following. Tell me about a local artist that you’re particularly inspired by right now. I know it’s hard to choose just one…

I love Renee Castro – she’s super young and absolutely amazing. I love Joshua Lawyer – he actually did a portrait of my daughter for me. And Mark H. Campbell. Those are three artists that I really love right now. Another one is Xiau Fong-Wee – 21 years old – amazing. I love working with the young kids because they are so open, as opposed to working with the more established artists that can be a bit too cool for school. Although Mark Campbell – he’s in plenty of museums and galleries, and he’s still super humble.

And is there a local designer that you’re particularly smitten by at the moment?

Yeah, Camelia Skikos…she just blows so many other designers out of the water. I just think her work is clean, beautiful and sexy without being trashy, you know. I do also love Steam Trunk…I think [Christian and Juniper Fletcher] are great. I especially love a lot of their menswear. And both of them are so nice.

How has being a mom changed your vision of your life?

I think it has just made me work that much harder. Actually, Chillin’ Productions really took off when Isabella was born because I wanted to spend time with her. Before that I had a job in advertising in an office. Having Isabella allowed me to really focus on Chillin’, and that’s when it exploded. I wanted Isabella to grow up looking at someone who is really passionate about what she does.

I mean, I believe in my work and I love what I do – I mean, I LOVE it. I love my artists, I love my designers…I’m really proud of this community, and a lot of these artists and designers have become dear, dear friends of mine. My first sample sale was 14 years ago, and to still be standing after a million people tried to do the same things is an accomplishment. It’s cool to still be working with someone like Momoca, whom I’ve worked with for 10 years, but then also to have the new up-and-coming designers as well. It’s just always exciting.

It’s quite amazing what you’ve accomplished in bringing so many San Francisco artists together. I’m really impressed by all that you do. I and so many others are so thankful for all that you’ve done for this community.

Irene wears dress by Camelia Skikos.

Thank you! Without you guys, I’m really nowhere. I mean, at Wonderland, everything is on consignment. To have 300 designers entrust me with their work means a lot to me.

Is your daughter Isabella as passionate as you are about art and fashion?

She is incredibly passionate about art. She told me four days ago, she said, “Mom, I had the best dream ever…I dreamed that I found all this Banksy art.” I’m like, wow. I mean, for an eight-year-old to know who Banksy is and to appreciate it – it’s pretty amazing.

Absolutely! So Irene, what’s next for you? I know you’ve got your hands full with the store and upcoming Chillin’ shows as well…but you always seem to have something new up your sleeve.

Actually, my dad and I are starting to work on a men’s line. We’re starting with a line of t-shirts. After spending so much time at Wonderland, I really get to see what people are looking for, and t-shirts are it! So we’re starting there.

Thanks so much for talking and playing dress-up with me, Irene!

Thank you!