Every now and then, along comes a store that changes everything. On Selby Avenue in St. Paul, that store is Idun. What BlackBlue did for men's shopping on Selby, the new Idun (pronounced "Eden") will do for women's—proving that if you have a strong point of view and the goods to back it up, shoppers will come. Even to St. Paul.
Idun was years in the planning for Dahlia Brue, who lives in the neighborhood and shopped BlackBlue wishing for the female counterpoint. She brought it—in the shape of modern silhouettes with men's-inspired tailoring. Pieces that let you be "individual, and a little bit weird." Edgy brands not available elsewhere in the Twin Cities, including Priory of Ten and Won Hundred. Shoes, leather goods, and fragrance round out the upscale mix, with the requisite copies of Monocle for sale. The minimalist white backdrop with touches of raw concrete is perfection. 495 Selby Ave., St. Paul