First Look: Hazel & Rose


Botanica Workshop lingerie at Hazel & Rose

Jahna Peloquin

This weekend marks the grand opening of Hazel & Rose, Minnesota's first women's boutique dedicated to sustainable and ethical fashion. It's the brainchild of Emma Olson, a former buyer and merchandise planner for Target. The idea for the store came to her two years ago, during an event hosted by Target headquarters to launch Made to Matter that featured a panel and Q&A with the brands' CEOs. The initiative is the company's ongoing collaboration with 20 socially responsible brands, such as Burt's Bees and Mrs. Meyer's Clean Day, which features products that are healthier for the body and the planet. "I was really inspired by the way they were challenging their own industry to improve," she says, "and I thought, that's something I can do with fashion."

She began researching sustainable and ethical fashion and skincare. "I was learning how bad the fast-fashion industry really was," she says, "both for the environment and the people who were making it." Hazel & Rose—named for Olson's grandmothers—features designers from around the world that weren't sold anywhere else in the Twin Cities, such as Apoterra Skincare, Imogene + Willie denim, Vere Verto handbags, and Veja shoes. "I wanted to offer a destination with new designers, new products, and people could discover this world of sustainable, ethical fashion in person, in Minneapolis," she says. "Once I learned about sustainable fashion, I couldn't go back."

The shop's space is itself a testament to sustainability: It's housed in the Broadway, an old mattress factory renovated by creative real estate tycoons First & First with tenants including Spyhouse Coffee, Brow Chic salon, 612Brew craft brewery, and Buzzfeed's Twin Cities tech office. And there's also a "shop local" angle: The store carries goods by Minneapolis' own Winsome, Hackwith Design House, and L.Shoff jewelry, while the space's layout was designed by Twin Cities design duo MAD—Martha McQuade and Dan Clark, complete with industrial, minimalist racks crafted by local maker Marvin Freitas.

Now open, 945 Broadway St. N.E. #220, Minneapolis, 612-788-4178,

Edit Module

About The TC Style Blog

From boutiques to salons to your own closet, TC Style will bring you expertly curated tips and tricks from the local shopping, fashion, beauty, wellness, and design scene. Odds are if you put it on, take it off, hang it up, or cut it out, we’ll tell you how to get it. Most importantly, we know that when you look good and feel good, you do good—the beautiful life is about much more than the material world. (But that won’t stop us from loving it.)

Learn about the contributing writers.

Have a style-related question? 

Edit Module
Edit ModuleShow Tags

Recent TC Style Posts

From the Twin Cities to Thailand and Back

The silver jewelry for Houser, North Loop's newest boutique, has brought owner Denise around the world

Our Notes: Northern Vogue 2018 Spring/Summer Looks

Asymmetry, neon, patterns on patterns, and more were on a runway that covered everything from streetwear to bridal wear

Style + Shopping Dec. 4-17 || Holiday parties, grand openings, the Women's Art Festival

Find plenty of opportunities for holiday gifts for yourself (and, we suppose, others)

Bizarre and Bazaar(er)

Add more queer love to your holidays with this craft fair

Our Notes: FashionFest 2018

Here are our top picks from FashionFest's luxury marketplace
Edit Module