About Reliance Clothing
A Burlingame original offering timeless basics, elevated staples, and a shopping experience meant to be felt.
Reliance Clothing Co. Was Born Out of a Simple Frustration and a Very Good Margarita
Founder Sarah Bruml started Reliance after realizing she was never reaching for the t-shirts in her closet. The ones she loved most were always the softest, easiest pieces, but they never quite worked for everyday life. They were not polished enough for work, yet everything on Burlingame Avenue felt either overly expensive or overly athletic. There was nothing in between.
So Sarah created it.
Opened in the heart of Burlingame, Reliance set out to offer basics done better. Timeless tees, sweats, and everyday essentials that anyone could wear. Women, men, teens, and everyone in between. Pieces that feel lived in from day one, are unreasonably soft, and actually belong in your daily rotation.
Basics But Better
For the first year, Reliance focused almost entirely on perfecting the essentials. Softness became the standard. Fit became the obsession. Over time, as the community grew and tastes evolved, so did the store.
Today, Reliance is a curated blend of its own in-house line, accounting for nearly half of the business, and a thoughtful selection of partner brands that complement it. Each brand is chosen with intention and often carried exclusively within a ten to fifteen mile radius. Collections are refined season after season. The result is an elevated edit of everyday wear that feels current, attainable, and never overdone.
Designed In California, Made to Last
A large part of the Reliance line is made in the USA, with deep roots in Los Angeles. From manufacturing to dye houses, every step is considered because softness, quality, and longevity matter. Upcoming linen collections and capsule wardrobes continue that commitment to timeless pieces you will reach for year after year.
If it does not meet the unreasonably soft standard, it does not make the cut.
A Store That's Meant to Be Experienced
Reliance has always believed shopping should feel personal. Many customers walk through the door because they do not love shopping online. They want to touch the fabric, feel the weight, try it on, and connect.
That belief led to the creation of the in-store embroidery and customization studio located right at the front of the shop. Bring any item from the store, choose from curated designs or custom text, and make it entirely your own. Inspired by the individuality of vintage shopping and the resurgence of embroidery from the 1970s to today, customization is about standing out in a world where everyone is wearing the same thing.
Canvas shopping bags are embroidered. Tees and fleece are customized on the spot. Events come together quickly and organically, from mother-daughter gatherings to college-bound teens personalizing bags with their future schools. The goal is simple. Create moments, not just transactions.
Community First, Always
Reliance is proudly women owned and founded by a third generation retailer rooted in a long line of independent women. Nearly five years in, the focus remains the same. Support local. Create connection. Offer clothing that fits real life.
As Reliance looks ahead, launching cosmetics, expanding events, and continuing to evolve, the heart of the brand stays grounded in Burlingame. A place to slow down, try things on, and leave with something that feels uniquely yours.
Welcome to Reliance.
Basics, but better.
What Customers are Saying
Reliance is my new favorite cozy shopping store. It is a fireplace, a long weekend in the fall, and all your favorite people in the world wrapped up in a clothing store. If you want to feel like you’re wearing a hug from your best friend all day long, shop here.
Martha C.
I looove this wonderful small local woman-owned business, can't say enough good things about Reliance!! Friendly and helpful staff & beautifully curated selections of really nice quality and unique pieces of clothing as well as solid everyday basics.
Hariklia F.
I am obsessed with everything at Reliance especially their hoodies.
Reliance's hoodies are unisex and super incredibly luxuriously soft and priced well. I live in mine and want one in every color.
Tina H.
Yelp
