Emily Holt is championing style in the Bay Area with her San Francisco-based outpost Hero Shop. The fashion veteran spent 12 years at an impressive line-up of NYC-based fashion publications before returning to her dot-com capital hometown to open up shop. In the city she’s convinced has fallen victim to a bad rap as “fashion-challenged”, she offers an approachable vibe, some of her favorite designers, and a top-notch customer service staff. Keep reading to find out which pieces Emily has her eye on this season and which piece she’ll never give-up.

An item I’ve worn that defines my personal style is…
My cashmere sweater collection. “A cashmere sweater” is my answer to everything, especially “What do I wear with this?” But it’s true, they go with everything! Plus, in San Francisco’s climate, we wear sweaters 24/7. 

The item/piece/thing that I will never be able to get rid of is…
My Lingua Franca “hero” sweater.

It is special because…
I had a few of these custom embroidered for myself and the Hero Shop team shortly after we opened. It’s not the easiest sweater to wear, I’ll be honest, because we don’t like to walk around self-professing to be heroes. (I was in line to buy a sandwich once, behind a bunch of firefighters, and felt a little sheepish). But still, it’s a special commemoration of something I’m very proud of.

I care for it by….
Giving it to my Mom who is the "Queen of Laundry."

My favorite Laundress product is…
Whatever one my mom uses. (She says, “The Cashmere Brush and the Wool & Cashmere Shampoo.”)

The piece that I am most coveting from my store this season is…
A floral-print silk taffeta pencil skirt from Brock (obv wearing a cashmere sweater with it).

If I only had four items to wear all year, they would be…
A cashmere crewneck sweater; my navy Adam Lippes cropped, wide leg pants; my Rosetta Getty flared midi-skirt, and my Rosie Assoulin “Thank You” t-shirt which I get a kick out of.

For fall 2017, I wish I had the following item in every color…
My Adam Lippes cropped, wide leg lightweight wool pants.

As far as fashion rules go, one can never have too many of…
Anything that fits well and makes them feel their best. (Sorry, I don’t believe in fashion rules. What someone should wear is too specific to each individual.)

I’m most comfortable in…
A crewneck sweater or turtleneck, cropped pants and flat sandals (aka my uniform).

Everyone looks good in…
Something that makes them feel happy.