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First Look: Roe Wolfe’s New Digs

BY JAHNA PELOQUIN : Minnesota Monthly : April 2016

Roe Wolfe’s new North Loop storefront

When it came time to look for a new location, women’s clothing store Roe Wolfe didn’t have to go far. Owner Ashley Kilcher was quick to scoop up the storefront that was recently vacated by designer boutique Arrow, located just a couple blocks from Roe Wolfe’s previous location on 113 Washington Avenue North. Down the street from Spoon & Stable and kitty-corner from the Bachelor Farmer, the new spot offers the amenities of North Loop—its walkability and concentration of chic restaurants, cafes, and shops—minus the noise and hubbub of Washington Avenue.

Kilcher has maintained the raw brick walls and cement floors of Arrow as well as most of its fixtures. (If it ain’t broke, don’t fix it.) To give the store a more unique, Roe Wolfe–esque vibe, she incorporated the previous stores’ woodsy antler chandeliers, gilded mirrors, and wolfish decor. She smartly tapped her friend, knitwear designer Kevin Kramp, to add some colorful installations to the space—pendant fitting room lamps wrapped in red zip-ties, a bright yarn mural spider-webbing across one corner of the room, and an interlocking tape design decorating a wall. Kilcher says she also plans to utilize the outdoor space behind the building for shop parties once warmer weather returns.

Roe Wolfe first opened in Mendota Heights in 2011 before moving to the North Loop in 2013. Its product range is accessibly priced and exceedingly wearable, with brands including BB Dakota, Maison Scotch, and Free People. The move coincided with some new additions to the store’s assortment, such as Eleven Paris and Cheap Monday jeans, and the store recently began carrying fair-trade handbags by Minneapolis-based brand Lion Heart Girl. and t-shirts and accessories byMy Sister (which raises awareness for sex trafficking). The store also carries a selection of jewelry by local designers Larissa Loden and Tess and Tricia, as well as beauty products (Kilcher is also a skilled makeup artist), including a new, Minneapolis-made line of natural skincare called True Hue, which makes a delicious-smelling coffee body scrub and orange juice–infused facial moisturizer.

121 N. 1st St., Mpls., 612-294-6583,

See more photos of the new Roe Wolfe store:

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