Perhaps best known for their “Executive Hoodie” (favored by a certain Mark Zuckerberg), the Mission-based apparel is known for their cheeky copy, almost-too-clever designs, and their startup-like pace; they allege to design and release one new item of clothing a week, all manufactured in SF city limits. Now eight years old, the collection combines practical pieces (the reflector-equipped Bike to Work pants are a perennial favorite) with downright goofy items (an entire line of disco-ball-inspired gear for ladies and gentlemen) – in other words, the perfect wardrobe for the Peter Pans of the tech scene.

Betabrand likes to keep the customer front and center, offering discount codes to anyone who posts a photo of themselves to the site, decked out in Betabrand threads. The company also hosts a “think tank” section on its website, which encourages customers to vote on which designs will go into production next and to offer suggestions for improving product specs and designs.

The company is taking customer care one step further, too, by opening its first brick-and-mortar store on Valencia Street. Customer will finally get to try the goods before they buy, and maybe even get a few sneak peaks at what’s coming up next.