.Lights, Camera and Fashion with SONAS in Fairfax

Fashion is important—it is intrinsic to self-expression and first impressions. 

In Marin, one man is bringing his talents to bear to ensure we have what we need to put our best, most well-dressed foot forward.

Gerry Kelly is the owner of SONAS, a trendy yet comfortable high-quality clothing boutique located in Fairfax. The items sold at SONAS range from classic, impeccably tailored staples to bold statement pieces with a unique allure perfect for personalizing one’s wardrobe. Whether customers come in looking for a date night ensemble, something to wear to Burning Man or just a day-to-day outfit that represents their personality and fits like a glove…well, Kelly has it covered.

“I’m in the people business and just happen to sell clothes,” he said. “But I’ve always been into fashion since I was a kid. I loved going to vintage stores…and finding unique stuff.”

Kelly may have moved to Fairfax not long ago, but in a few short years, he has taken his shop from a modest but rockin’ farmers’ market stall to the full-fledged boutique that SONAS is today. Although he originally hails from Dublin, he has fast become the beating heart of style in the Fairfax community. His people-forward approach in fashion, business and life has created a lasting, positive impression that makes SONAS an epicenter of good vibes that spreads and ripples out into the world.

He describes his style as “timeless and classic with an edge” and with more than a hint of rock ’n’ roll. The shop’s name, SONAS, comes from the Gaelic word for “happiness, good fortune, prosperity, luck, success, felicity and bliss.”

One of the most exciting aspects of a visit to SONAS is Kelly’s iconic Before/After fashion do-overs. Those who want to see and experience a drastic change in their wardrobe (or the wardrobe of someone they love) can come on down to Fairfax. They just need to prepare to see the difference well-fitted, high-quality clothing styled to one’s own tastes can make.

Above all else, SONAS and its staff are focused on the warm and welcoming atmosphere of the shop itself. While the clothing and accessories are guaranteed high quality and suit a diverse range of tastes and genders, the combination of fashion and friendliness is what sets SONAS apart. And, as a self-professed guy’s guy, Kelly aims to make shopping and styling a comfortable and enjoyable experience for men who otherwise may not find it to be a particularly welcoming activity.

No animal products are used in Kelly’s clothing line, in part because his wife, Christine Kelly, is an animal rights attorney. Kelly describes his wife as his biggest supporter, so ensuring his style line is cruelty-free only makes sense. The one exception to this is the “re-loved” leather items, mostly shoes and boots, which gives already existing wearable animal products a second chance.

So, what can Marin’s citizens expect next from Fairfax’s fashion man? Well, his fashion plan!

“My big goal for this moving forward is building community here in Marin,” said Kelly. “I love Fairfax. There are lots of cool, interesting people, and our store has become a bit of a community center…especially with the parties, which are a fun way to gather a really unique, diverse crowd together in one place. We’ve been throwing those since the beginning.”

“Last year, I got the idea to do Marin Fashion Week,” he added.

Kelly’s idea for a fashion week hit the ground running as a grassroots movement to get the party started right here in Marin. But to keep things simple, he and his entourage of helpers decided the inaugural event would do best as one stunning night celebrating haute couture.

“And that was the birth of Marin Fashion Night,” said Kelly. “[My community] took my vision to the next level, and I’m just so lucky for that.”

The first annual Marin Fashion Night took place on Oct. 5 at the Presidio Yacht Club in Sausalito. Guests were greeted and granted entry to what soon became the most well-dressed party Marin had seen in quite some time. 

With the backdrop of the Golden Gate Bridge lighting up the skyline, guests mingled, sipped on beverages and enjoyed the waterfront view while waiting in anticipation for the fashion show to begin. In the meantime, one could go browse the chic collection of clothes and accessories on display. Or they could simply admire the best-dressed guest, a friendly dog sporting a tutu (very en vogue).

After everyone had a chance to meet, greet and enjoy the top-notch vibes, it was time for the fashion show. Professional and unbelievably beautiful models strutted their perfectly curated outfits down the catwalk. And so went the first fashion show of many to come here in Marin. After the main event, more entertainment came in the form of fire dancers who twirled in time to the live DJ’s tunes well into the night. Not a single fashion faux pas was present at the event, and the vibe was immaculate yet completely unpretentious.

“There’s definitely a few people I want to thank,” concluded Kelly. “My loving wife, Christine Kelly, for her unwavering belief in me, and all the amazing food she prepared. Our creative director, Stacy Messerschmidt, for all the late nights and early mornings working with me on our stellar branding. Project manager Claire Schuur, the operations queen, who helped execute on everything.”

In addition, Kelly thanked “fashion show director Charleston Pierce, for taking this event to the next level.   Lawrence Batterton, for all his help from day one. Head stylist Michelle Moquin and her assistant. Jonathan Gaines, who made everyone look beautiful on the night. Our wonderful emcee, Tana Inskeep. And all our amazing friends who volunteered to make this night so memorable.”

Next year, Kelly hopes to make for an even more memorable Marin Fashion event lineup, with an elegant red-carpet rollout one day and a hopping party the next. He even has a vision for an afterparty to keep the well-dressed guests dancing, chatting and stunting/strutting their stuff as long as they want.

After dressing the citizens of Marin to the nines, Kelly may very well roll out his classic yet edgy rock ’n’ roll style movement to the rest of the world. As he said, “Think global; start local.” But before that happens, Kelly has his sights on bringing the North Bay a taste of his great sense of style, a sense of togetherness and (of course) an all-together great and stylish party.

Those in the community who want to stay updated on future Marin Fashion Nights and the SONAS clothing line can join the mailing list. 

Visit sonasdenim.com or come on down to 10 Bolinas Rd. in Fairfax, and get started on becoming a local fashion icon.