HERMINE

Lilly Alexander, the founder and creative director of Hermine in Minneapolis, Minnesota, specializes in curating elevated vintage basics with all-natural fibers. Having been an avid thrifter since high school, Alexander developed three major requirements for her sourcing: fabric, feel, and color. Hermine is dedicated to neutral tones with tasteful pops of color and tags that read 100% wool, silk, linen or cotton. Each piece is thoughtfully styled and photographed by Alexander herself, showcasing how each garment drapes and moves with the body—reminiscent of a 1980s Ralph Lauren catalog.

American heritage brands are Alexander’s main source of inspiration: products that were made so well they can be passed down for generations to come. Hermine offers a certain quality of products that just can’t be found in the contemporary market—like the quiet luxury of a buttery soft leather jacket or a crisp cotton blouse. Alexander’s curation also harkens back to her midwestern roots, slightly modest and practical in their essence, clothes that you can wear to work or out to dinner through all four seasons of the year.

Hermine goes beyond vintage clothing, instead, Alexander’s goal is to curate a lifestyle towards conscious living. Sustainability comes intuitively for Alexander and the concept of fast-fashion and planned obsolescence has always felt unnatural—she likes things that aren’t too perfect or polished. “The plan has always been to inspire others to live with self-awareness, caring for themselves and the environment; two things that are inextricably linked.”

Style_ 80s, 90s, 00s, sustainable, American sportswear, minimalist, heritage, casual chic, timeless, casualwear, utilitarian chic

Pricepoint_ $$

Instagram_ @herminevintage

TikTok:_ @herminevintage

Location_ 323 N 1st Ave, Minneapolis, MN 55401

Hours_

Wed, Thurs, Fri 11—6pm

Sat, Sun 11—5pm