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Minneapolis Online Shop No Square Peg Launches


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No Square Peg's Jena Forsberg, right

Courtesy No Square Peg

For many women, going shopping offers a brief escape from everyday life. But for countless others, the act of shopping brings personal insecurities painfully to the surface.

Jena Forsberg, the Minnesota-based founder of e-commerce fashion site No Square Peg, understands those feelings of self-doubt all too well.

"I have this strong need to help women in terms of how they relate to fashion,” she says. “Growing up, I struggled with a lot of self-esteem issues. So I wanted a way not only to help other women but to help myself.”

Since quietly launching last June, the women’s apparel and accessories e-shop has showcased designers from NYC, L.A., and Australia spanning clothing, jewelry, and handbags. They include NYTT (pronounced “knit”), an L.A.-based designer specializing in U.S.-made knits; Australian lines The•Fifth, Keepsake, C/MEO (pronounced “cameo”) Collective, and Finders Keepers; and L.A.’s Endless Rose and English Factory. She also carries handbags by Danielle Nicole—priced at under $100, the runway-inspired collection is faux-leather but well-made, considering the price point.

Based on a motto of “break rules, barriers, and trends,” the shop’s aesthetic is simple, classic, and flattering to a wide range of body types. “I tend to find more inspiration in textures versus mixing prints or wearing a lot of color,” says Forsberg. “I want every woman to feel comfortable and chic in anything they find.”

No Square Peg just hit a major milestone recently, hitting more than 300,000 followers nationwide. Forsberg also spoke at the recent PoshMark’s annual PoshFest in San Francisco. PoshMark, a U.S.-based app on which women can buy and sell clothing, was instrumental to Forsberg decision to open her own e-shop, shortly after leaving a ten-year career in corporate healthcare sales. "I came to a point where I felt like a big part of me was missing,” she says of her time in corporate America. “Every day, a little piece of you, that creative side, fizzled out and died. I was like, 'Why can't I [open my own shop]?’” So she did.

This spring, Forsberg is adding a new all-leather handbag line out of Melbourne, as well as a more well-rounded assortment of jewelry and additional clothing lines. She is also planning to open a showroom for pop-ups, shoots, and by appointment in 2016.

For now, you can check out No Square Peg online, and at the occasional pop-up, such as tonight’s event—dubbed “Break Rules, Barriers, and Trends”—at dpHUE at 50th & France. Forsberg will be joined by local fashion illustrator Katie Ryan of Queenikathleeni Designs and lingerie brand Urban Undercover for the event. https://www.facebook.com/events/535701533246720/

"Break Rules, Barriers, and Trends" event: 6–9 p.m. Thu., Dec. 10, dpHUE, 4944 France Ave. S., Minneapolis, nosquarepeg.com

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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.)

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