Emily Holt’s new Hero SHop brings high fashion and local talent to San Francisco’s up-and-coming Tenderloin.
“I’m not one of those Californians who was always trying to get back here,” insists Los Gatos native and former Vogue editor Emily Holt. But after 12 years in New York chronicling the fashion industry, Holt, 38, grew restless and, to her own surprise, realized San Francisco was the ideal market for a long-percolating dream: to open her own store.
She decamped to S.F. in June 2014 to lay the groundwork for Hero Shop, slated to open in July and featuring interiors by Laurel & Wolf. Similar to The Webster in Miami or Forty Five Ten in Dallas, she says, “It has fashion, but it has things that relate to culture and travel, too.”
The Tenderloin location is surrounded by destination neighbors such as Jay Jeffers’ boutique and Mr. Holmes Bakehouse, and high-profile forthcoming projects, including a restaurant from the team behind Spruce and a gourmet market by noted event planner Stanlee Gatti.
Holt has curated a mix that spans a Modernism-inspired dress from Creatures of the Wind to an onyx oyster cuff from Sophie Buhai, emphasizing American and, in particular, local brands including handcrafted bag line Future Glory Co. “The vibe is put-together, even if that’s a white T-shirt and a pair of Levi’s and Vans,” Holt says.
As for the project’s name, the Ocean Beach-based Holt cites a Brooklyn sandwich shop as her muse: “I passed a faceless deli that said ‘Hero Shop’ on the awning, and I was like, ‘Oh! There [are] all kinds of ways you can spin it,’” she says. “Ordinary people become superheroes by changing their clothes.” 982 Post St., S.F., heroshopsf.com. • MELISSA GOLDSTEIN
Edited by KELSEY McKINNON.
PHOTOS: Thayer Allyson Gowdy.