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Anh-Minh Le | April 11, 2017 | Lifestyle Story Shopping

After a dozen years in New York—where she was an editor at publications such as Vogue, W and Women’s Wear Daily—Los Gatos native Emily Holt returned to the Bay Area in 2014. Her relocation came with a career change: “I had dreamt about opening a store for a long time,” she says. “Once I realized how much opportunity is here for fashion and that the kind of store I wanted to build didn’t exist, I thought, ‘What the hell—let’s do it.’”

Hero Shop debuted in San Francisco last summer. “I wanted, and still want, to build an upbeat place that celebrates great fashion—the kind I’d known and studied for a decade as an editor in New York—without being elitist,” Holt continues. “Specifically, I wanted to bring the designers I know, wear and admire to the city, because I think the things they’re making—well-tailored, colorful, flattering, special and relaxed—work really well for a Bay Area lifestyle.”

In the slideshow above, a sampling of the spring pieces that Holt selected for her boutique. 982 Post St., San Francisco

Originally published in the March/April issue of Silicon Valley

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