The ModCloth Founders’ Quirky San Francisco Home

updated Jun 5, 2019

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Home Type

House

Location

San Francisco, San Francisco

Style

Modern

Bedrooms

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Name: Susan Gregg Koger and Eric Koger, with dogs Winston and Blue
Location: Noe Valley — San Francisco, California
Size: 3 bedrooms, 3 baths
Years lived in: 5.5

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Susan and Eric Koger have come a long way from the cramped dorm room where they founded ModCloth in 2002. High school sweethearts turned college entrepreneurs turned retail power couple, their current home may be a bit bigger than their original digs, but the spirit behind things hasn’t changed. Do what you love, work hard at it, and surround yourself with whatever inspires you.

(Image credit: David Dines)

It’s Sunday afternoon in Noe Valley, San Francisco. Down a street lined with shade trees and row houses is the Koger residence—a Marina style home with a garage door resembling a giant Pantone swatch book (think the “Spring Vibes” collection). At the door I’m greeted by Eric and internet icon, Winston the pug, whose Instagram following easily surpasses most of the staff at Apartment Therapy. Inside, light fills the open floor plan, a Jenny Lewis record plays, and I get a firsthand look into the home life of indie fashion pioneer, Susan Gregg Koger.

(Image credit: David Dines)

For Susan, the same vintage obsession that inspired ModCloth extends to every room in the house. From road trips to flea markets to family heirlooms, their home is a collection of cool finds and mid-century signature pieces. The vibe is contemporary and retro, refined but relatable. This aesthetic, together with Eric’s ability to keep things organized and operating smoothly, creates a balance that has become the trademark of their personal and professional success.

(Image credit: David Dines)

After some extensive exploring and a successful mission to win over the dogs with treats (Winston’s brother, Blue the dachshund, doesn’t take well to strangers), I head downstairs with Susan into what is essentially the center of the ModCloth universe—her closet. A shrine to vintage fashion and functional design, the converted bedroom features pull-out mirrors, pull-down racks, and a motorized clothes conveyor. Almost everything in here is ModCloth or vintage, each with its own unique place in time.

(Image credit: David Dines)

Read about her favorite stores → Style Advice From ModCloth Founder Susan Gregg Koger
And dive even deeper into her amazing closet → The ModCloth Founder’s Closet Is Exactly as Amazing as You Think (Actually, More)

As the evening winds down, Eric and I sip bourbon while Susan plays Carole King on the ukulele. Spending the day with the Kogers has been great, and as impressive as their home is, it’s their hospitality and charm that makes the place what it is. The sad news for those of us in SF? This is their last hurrah in Northern California before relocating to Los Angeles to be closer to the ModCloth design team. But if their new home in Los Feliz somehow manages to out-cool this place, I can only hope to be invited back for another tour.

(Image credit: David Dines)

Apartment Therapy Survey:

Our Style: I’m aesthetically driven, while Eric is all about function. It’s a pretty good mix! I’m always striving to ride that line between “cool collections” and “straight up hoarder.” At the end of the day, we can both agree on pieces with smart, beautiful design that will stand the test of time.

Inspiration: Clean mid-century lines, world travel, our Moms and Grandmas, and anything else that happens to catch my eye.

Favorite Element: The open floor plan and indoor/outdoor living spaces! We are total home-bodies and love spending cozy time at home, just us and the pups. But we can also throw a killer dinner party or a big party easily!

Biggest Challenge: I’m a collector, and I love being surrounded by my things. But I don’t want to feel like I’m living in a museum…or an overcrowded junk store.

What Friends Say: The biggest compliment is when our friends say that our house “feels like home” to them.

Biggest Embarrassment: I’m horrible at making commitments and hanging art. Most of this stuff sat on my floor, leaning against the wall, for WAY too long before it found its permanent home.

Proudest DIY: My collected lady portrait staircase gallery.

Biggest Indulgence: Eames lounger. They’re expensive, but also the most comfortable chair of all time, and we will keep it forever.

Best Advice: Keep the walls white.

Dream Sources: Any and all antique/flea/junk stores around the world.

From the street. (Image credit: David Dines)

Resources

(Image credit: David Dines)

LIVING ROOM

Couch: Room and Board
Pillows: mix of CB2, vintage, and ModCloth
Credenza: vintage, from Monument
Gold lamp: vintage, from antique mall
Books: vintage, various flea markets
Painting: original by Ben Collinson
White bird: Jonathan Adler
Blue bird: vintage, from a shop in Pittsburgh
White vase: Ferm Living
White arc light: CB2
Dog stairs: Amazon
Coffee table: vintage, from Another Time
Eames lounger: Room and Board
Red knit poufs: CB2
Books: mix of vintage, gifts, and Amazon
Antique Nabisco ad wall art: gift from friends
Victorian house line drawing: vintage from Stuff
Tofu dog bed: gift shop in Little Tokyo, LA
Records and vintage accordion: Alemany flea market
Portable record player: ModCloth
Green Eames chair: Pittsburgh yard sale ($25!)
Stuffed bear: antique mall in Sedona, AZ
Acoustic guitar: gift from Susan’s dad
7 sign: vintage gas station number, from Stuff
Mushroom wall art: Whurl vintage marketplace

(Image credit: David Dines)

DINING ROOM

Table: CB2
Eames shell chairs: Room and Board
Candle holder: antique mall in Sedona, AZ
Tea cup vase: ModCloth
Plates: ModCloth
Candle holder: gift shop in Amsterdam
Gold bar cart: Alameda Flea Market
Mushroom glasses: gift
Orange goblets: gift from Eric’s mom, Jane
White and gold vase: Jonathan Adler
Geo wall hangings: ModCloth
Flower & glitter art: Susan’s own drawing, flea market
Moon art: bought directly from artist that I found through an interior blog, can’t find the link anywhere though! Anyone else know?
Dutch house art: shop in Amsterdam

(Image credit: David Dines)

KITCHEN

Mid-century shelving unit: vintage store in the Mission that is now out of business
Stuff on shelf: mix of vintage, collected at the flea, and ModCloth
Bowls, strainers, vase: mix of vintage, collected at the flea, and ModCloth
SF wooden print: ModCloth
Hula hoop: Amazon
Bar stools: HD Buttercup
Cake print: Etsy