How do you move your denim and dresses North Loop women's shop into the stark space of higher end boutique that recently closed? A space that had been stripped down to the concrete and brick just four years ago for a modern, minimal aesthetic that screams "fashion forward?"
You add a splash of color, a couple of your signature antlers, a cozy-but-cool settee, and open for business.
This was the enviable challenge facing Roe Wolfe, which moved from Washington Avenue and is now open in the former Arrow space, near high profile neighbors The Foundry Home Goods and Bachelor Farmer/Askov Finlayson. Owner Ashley Kilcher resisted the urge to fix what definitely was not broken, and left the space as is—with a few aesthetic tweaks that make it feel warmer, more approachable, more Roe Wolfe.
Kilcher's friend, the talented knitwear designer Kevin Kramp, created a new focal point for the store: a graphic color blast made of tape on a white wall. Playing on his textile artistry, he used yarn for a complimentary graphic installation along the back wall of the store.
The infusion of color to an overwhelmingly white and gray zone, and those antler chandeliers, may alarm Arrow devotees—still in shock over that store's sudden closure. And it could be argued that the aesthetic changes feel a bit superfluous—like, Roe Wolfe had to do something to change it up, but there really wasn't much to do.
But if you resist comparing Roe Wolfe to Arrow, there's no question that Roe Wolfe, as a store, is elevated in its new space. The prices, thankfully, are not. Roe Wolfe continues to stock an appealing assortment of on-trend women's apparel—great basics, sweet blouses, flirty dresses, jewelry from some favorite local lines including Tess + Tricia and Larissa Loden, beauty products, accessories and more. It's not the envelope pushing—and, let's be honest: intimidating—experience that was Arrow…and that's precisely why Roe Wolfe is more likely to flourish here, in full color. 121 N. First St., Mpls.