23. Taeste Buddies: Lisa Bühler
The Lisa Says Gah! founder on Bay Area fashion and indie designers.
Hi friends! Another Taeste Buddies is here and this week I’m excited to introduce you to Lisa Bühler, the founder of the S.F. (and now L.A.) shop Lisa Says Gah!. As a Bay Area native, I could count on one hand the number of cool boutiques I could frequent in high school and college. So, when I first heard about Lisa’s endeavor, I was excited to see someone with a playful POV in San Francisco. She launched as an e-comm site in 2015, selling independent brands that elicited her signature Gah! reaction. Since then, she’s opened brick and mortar, and launched her own in-house line that’s just as playful as the indie pieces she curates (you may remember a certain viral farmers market print from a few years ago) . I’m excited to take you a little further into her world.
Aemilia: How do you define taste? What makes "good" taste?
Lisa: Good taste is all about having a confident perspective. It's something you personally curate and express, making it uniquely yours. You can tell it's been thoughtfully and carefully put together by someone who's open-minded and always looking to improve, but also knows how to keep things relaxed.
Can you share an outfit that represents your style?
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2Fa919f35e-1f23-4c7c-954c-45d47eba446b_3024x4032.heic)
Anything with a jacket.
What was the last great thing you purchased?
The last beautiful thing I purchased was a striped linen dress from Mallorca during my summer vacation. It's this stunning shirtdress with bright, colorful stripes. I love how it’ll always remind me of that trip.
Similar options: Zimmermann dress ($750), Suzie Kondo caftan ($350), Boden dress ($136).
What was the last great thing you made?
The most recent thing I created was a sign with my daughter's name on it. I drew it with crayons and now it’s proudly displayed on her door.
Where do you think your taste comes from?
I believe good taste stems from our aspirational dreams. When I was younger, I always fantasized about traveling the world and experiencing things that felt just beyond my grasp. It’s about figuring out how to shape the life you desire, using both what you have and what you build along the way.
What are your thoughts on style in the Bay Area?
I relocated to join my partner and initially thought the fashion scene around the SF Bay Area was pretty dull and unimaginative. But after spending some time here, I realized the weather plays a big role—it’s often cold and windy, which limits your fashion choices. That’s where LSG came in as a breath of fresh air. We brought our fun, distinctive style without letting the local trends dictate us.
What do you wear the most?
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F8bcde01a-6605-489a-bc2a-0dc5b212393d_3024x4032.heic)
Jackets. Thankfully I get to wear them all the time in SF.
How has your work at LSG informed your personal style?
Independent labels have really shaped my personal style. They offer that high-end design vibe, but they're created by people like me and are more budget-friendly. You still get that unique touch and keen design sense. I feel like independent brands have more creative freedom and take more risks since they're not aiming to please the masses.
![](https://substackcdn.com/image/fetch/w_1456,c_limit,f_auto,q_auto:good,fl_progressive:steep/https%3A%2F%2Fsubstack-post-media.s3.amazonaws.com%2Fpublic%2Fimages%2F1be5faed-ff73-4a59-afb0-aabf7d523a85_1920x1080.jpeg)
How has your personal style and your ideas about the business evolved over time?
I’d say my personal style hasn't changed drastically over time, though it definitely evolves to stay relevant to the times. My business ideas shift to stay competitive. The core values and style remain the same, but we’re constantly adjusting our focus and investments to match the economy and meet customer needs.
What’s the last inspiration pic you took or saved?
A stranger had a goodbye party and how adorable, it's inspired by LSG. It warmed my heart.
This goose pic was taken at a family friend's house I was visiting. Reminds me of a sweet child's bathroom.
Outside of fashion, what is something that inspires or excites you?
I'd really like to get into gardening, maybe start a rollerblading club, or even host a podcast someday. Right now, though, my plate is pretty full with family and work commitments.
What’s something unexpected you have really good taste in?
I absolutely love hosting! Whether it's dinner parties or pop-up events, bringing people together just makes me happy. I'm not sure if that counts as having unexpected good taste, but it definitely takes a certain level of awareness to genuine care to make sure everyone is having a great time.
What’s most precious to you?
I love my tiled coffee table at the moment. The green is very zen.
Can you share any recommendations that you’re excited about?
I'm pretty freaking proud of our latest Madewell x LSG collaboration.
That’s it for this time! Happy 4th of July, I’ll be unplugging for a few days upstate — swimming, hiking, and drinking margaritas. Stay cool and see you next week.
Love Lisa!!!!