In Full Swing opened its doors in 1994, when owner Sharon Silverstein decided to go independent. After many years selling plus-size clothes, notably as manager of Audrey Jones in downtown San Francisco, “I wanted to offer plus-size women a more contemporary look in a smaller boutique setting.” The store’s first location was off Union Square in San Francisco, a great spot for the first three years. Sharon then made the move across the Bay to the charming Rockridge area of Oakland. ‘I love this location,’ she says. ‘We have a big space with free parking and we’re in a great neighborhood.’

As the store name suggests, In Full Swing is filled with spirited, unique clothing with attitude and flattering fit–fun, casual, and updated pieces in sizes 14 to 24 and some supersizes, plus accessories like scarves, lingerie, swimwear year-round, and jewelry.

Over the years, we’ve developed a collection of familiar brands as well as selections from smaller, independent designers with cutting-edge sensibilities. With her extensive experience in the field, Sharon is able to find plus-size pieces where others can’t, departing radically from the standard plus-size offerings.

In addition to familiar names like Eileen Fisher, Flax, Tianello, and Citron, you can explore new looks from Bryn Walker, Kleen, Gertie’s, Transparente, Dressori, Alembika, and Grizas. Whether you’re looking for one special item to spark an outfit, or a whole new wardrobe, you’ll find it here!