Geek Chic

A maker of everyday, neutral-colored apparel finds a niche among fashion-backward techies
Sasha Koehn (left) and Erik Schnakenberg in their Buck Mason Fit Studio off trendy Abbot Kinney Boulevard in Venice, Calif. Source: Photos Š Josh Franer/Buck Mason

No one is ever going to mistake Silicon Valley for fashion capitals like Paris and New York City, but a new generation of software designers and developers is eschewing everyday-is-casual-Friday hoodies, khakis and sandals in favor of a more stylish look. However, wanting to dress better and knowing how to pull it off are very different things.

"There are a lot

You're reading a preview, sign up to read more.