Noe Valley Bookstore at 3957 24th Street in San Francisco has been bombarded by anti-trans letters being left inside unsold books.
2025 hasn’t exactly been a banner year for LGBTQIA+ rights. Since President Trump took office in January, anti-queer legislation has budged across the country at the local and state levels; at the federal level, the reframing or outright erasure of queer history continues. But amid all the gay hate, San Francisco’s bookshops remain steadfast in their support of gay rights, specifically condemning all transphobia.
Booksmith (now famously) banned the sale and purchase of any literature authored by serial transphobe J.K. Rowling; Fabulosa Books in The Castro would later mirror the same action.
However, Noe Valley Books is under a different, more hyperlocal kind of ant-queer attachment: vile transphobic notes being placed in their books.
“A person who is not part of the Noe Valley Books family has been hiding transphobic flyers and stickers in our store and books,” reads a post on Instagram by the bookseller, serving as both a “PSA” for shoppers and a call to action.
Noe Valley Books reiterated its shelves are no place for hate — “We want to be clear: transphobia or hate of any kind is not welcome in our store” — and are actively seeking any help in identifying the person or persons responsible
“It is heartbreaking to see this kind of messaging anywhere, let alone among books with the capacity to increase awareness, understanding, and kindness for fellow humans,” continues the post. “Books with LGBTQIA+ characters and perspectives make the world better for everyone – and can be a lifeline for trans and queer people.”
In an act of tangible retaliation to the spewed hate, the neighborhood bookstore dedicated its entire storefront showcase to queer literature, particularly works that highlight and delve into gender concepts, perceived gender norms, and trans identities.
“Please, continue to read and love and share queer books! Wear hats and stickers and other goods that show off your pride and allyship,” the post continues before signing off with a silent message: “No matter what, spread love and Trans Joy wherever you go.”
