San Francisco Needs a Hero!

With the opening of Jay Jeffers – The Store (then called Cavalier) at 1035 Post Street in 2012, an area one would normally rush through en route to Union Square or the Financial District, suddenly became a place for wonderful new possibilities.

Jay Jeffers' store at 1035 Post is reinvigorating The Tenderloin
Jay Jeffers’ store at 1035 Post is reinvigorating The Tenderloin

Since then, hip new art galleries and cafes have opened up nearby, turning today’s Tenderloin into something resembling Hayes Valley in the ’90s — a somewhat rugged neighborhood with relatively low rents on the verge of becoming a sexy destination for shopping and dining.

The chic Jane Cafe at 925 Larkin is nearby
The chic Jane Cafe at 925 Larkin is nearby

The timing, then, is perfect for noted fashion writer Emily Holt to realize her dream of opening a fashion and lifestyle concept store she is naming Hero Shop.

Emily Holt to open Hero Shop at 982 Post Street
Emily Holt to open Hero Shop at 982 Post Street

To be located at 982 Post Street, only half a block from Jay Jeffers, we’re told Hero Shop will focus on established designer brands such as Adam Lippes, Veronica Beard, and Creatures of the Wind, as well as West Coast labels like Stevie Howell and Sophie Buhai.

Designers like Derek Lam may be featured at the store
Designers like Derek Lam may be featured at the store

“It’s going to take a village to build this store,” she said recently, as she embarks on a thorough renovation of the space. As such, she has inventively started a crowdfunding campaign on Indiegogo to complete the project.

Already several notable figures in the fashion industry have joined in with contributions ranging from $10 to $4000. She hasn’t yet reached her goals, so you’re invited to check it all out at www.indiegogo.com/projects/hero-shop

As the shop will sell home items, gifts, and tech, as well as clothing and accessories, all ranging from $20 to $5000, it will be the sort of “must see” destination spot you’ll want to visit regularly for its wide range of unique, unexpected items. We know we’ll see you there!

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