This Friday, a new vintage shopping experience will grace the Twin Cities—Hermine Vintage, a brick-and-mortar rendition of the popular e-commerce platform by Lilly Alexander, formerly known as Goodshop Badshop. Boasting over 70k followers on Instagram, Alexander’s brand is a well-known fixture in the vintage community, with a customer base that spans the Twin Cities as well as fashion hubs like Los Angeles and New York.
Just a block off from the North Loop, Hermine Vintage now sets up shop along First Avenue, in the space that formerly housed Bootlegger’s bar. Alexander was initially drawn to the building’s rustic character, with its high ceilings, exposed beams, and sleek hardwood floors that are characteristic to the Warehouse District. There was also something appealing to her about the tree-lined stretch of First Avenue the building occupies.
“It feels edgier,” Alexander says, comparing the Warehouse District to its tidier next-door neighbor. Hermine Vintage itself pulses with an inherent edge, which can be gleaned from its cherry red exterior, ’90s influences, and largely androgynous style.
Photo by Emma Enebak
But married with this edge is an undeniable sophistication, an obvious reflection of Alexander’s personal style icons, including Princess Diana, Elaine Benes from “Seinfeld,” and any character out of an Éric Rohmer film. (Appropriately, Alexander is armed with MCAD degrees in both film and photography.) The shop carries an equal offering of men’s and women’s clothing and accessories, with many of its selections leaning unisex. Classified by soft, muted tones, airy silks, and relaxed denim, its vintage collection reads like a crossover between a ’90s J. Crew catalog and a postcard from the south of France.
“The idea is for it to be everyday wear. You’re not going to find anything overly bedazzled or niche,” Alexander says.
The name “Hermine” itself bears this air of sophistication, inspired by French singer and writer Hermine Demoriane, whom is a favorite of Alexander and Schwartz. As follows, Hermine’s style includes notable European influences—specifically coastal Europe—picked up through the couple’s many travels abroad.
Photo by emma enebak
Situated throughout lefthand side of the space, shoppers will find a pop-up collection by Rosella Vintage, a familiar name in the Minneapolis vintage community. Founded by Jahna Peloquin (a former style editor for Minnesota Monthly) Rosella maintains a rotating selection at Northeast’s Olio Vintage, which is where Alexander was first drawn to Peloquin’s style.
“Rosella has always stood out to me. Jahna has a really good eye and definitely aligns with what I look for as a buyer,” says Alexander. “It’s been great collaborating with her and seeing what an advocate she is for the vintage community.”
Following Alexander’s style guidelines, Peloquin sourced a unique collection to house at Hermine through its opening week, echoing the store’s minimal, coastal aesthetic with a proclivity toward lightweight silk and breathable fabrics. As Hermine breaks in its new space, Alexander says Rosella Vintage may become a more long-term fixture within the shop.
photo by emma enebak
Plans are also in place to open a cafe at the back of the space, which will offer seating space on the building’s back patio. The unique convergence of retail and dining is likely to kick up foot traffic between the North Loop and Warehouse District.
“I think people are apprehensive to do retail over here, but we’ve already gotten so much positive feedback. I can really see this boulevard evolving in the coming years,” says Alexander.
To get first dibs on Hermine’s opening week vintage goods, stop by the grand opening Aug. 2 from 5-8 p.m., where you can enjoy a live DJ, refreshments, and complimentary light bites in this dynamic new shop.
323 N 1st Ave., Minneapolis
