The adventure has begun for Wilson & Willy's, a new Minneapolis-based retailer that launched online today, and will open its North Loop flagship in the next week (or two). The owner is John Mooty, who was instrumental in reviving Faribault Woolen Mill Co. At Wilson & Willy's, he expands his focus on "thoughtfully made products for men, women, and the home" with a mission to tell the stories of both products and their makers. It's the evolution of the heritage trend, and speaks to the current focus, particularly among Millenials, of thoughtful buying: It's not just about the object, but the brand—it's history, process, and vision.
Fringe & Fettle
To that end, collaborations are an important part of Mooty's store concept Nearly half the merchandise has been made exclusively for Wison & Willy's. Mooty enlisted retail consultant Rita Mehta of The American Edit to help shape the store and product assortment.
Wilson & Willy's will feature small companies such as Wind & Willow Home and Hollows Leather as well as more established brands, including Best Made Company, Duluth Pack, and of course, Faribault Woolen Mill. The mix includes both American and European made goods, and several Minnesota companies.
The online store is now open. The bricks and mortar store will be located in a newly rennovated historic building across Washington Avenue from Shinola —think soaring ceilings, wood beams, brick walls. The storefront will occupy the street level, with room to grow. Mooty's team is racing to complete construction in hopes of throwing the doors open for holiday shopping next week. 211 Washington Ave. N., Mpls, wilsonandwillys.com