A married couple whose love was cultivated in Minneapolis thrift stores just opened an upscale vintage shop in the Warehouse District.

Lilly Alexander started selling hand-selected vintage pieces online in 2019 as Goodshop Badshop, and now she’s teamed up with her husband, Willy Schwartz, to spin it into a brick-and-mortar business with a new name, Hermine. 

Hermine, pronounced air-mean, carries men’s and women’s clothing made with natural fibers, including cotton, linen and wool, from the ‘80s to early 2000s.

“I'm really attracted to American sportswear, so it's a lot of what you might see on a ‘90s sitcom or something,” Alexander told Downtown Voices. “The idea is that you can pair our stuff really easily with what you have in your closet.”

Hermine is located directly next to the Lola Red office and across from the Fine Line. Photo by Brianna Kelly

Other vintage vendors are invited to sell their threads at Hermine as well. The first guest vendor is Rosella Vintage, led by Minneapolis-based fashionista Jahna Roselle Peloquin, who curated an exclusive collection for Hermine.

Alexander and Schwartz plan to host community events focused on sustainable fashion at Hermine. Schwartz is also keen to start a chess club.

There are two dressing rooms at the back of the store, where there will soon be a covered patio for gatherings.That’s great news for local followers – Hermine (formerly Goodshop Badshop) has more than 70,000 of them on Instagram – who want to try before they buy, and maybe stick around for a game of outdoor chess.

Hermine is located at 323 N. First Ave., where it’s open Wednesday through Friday from 11 a.m. to 6 p.m. and Saturday and Sunday from 11 a.m. to 5 p.m. A launch party at Hermine is scheduled for Aug. 2 from 5 to 8 p.m.