Why Cherokee Street is St. Louis’ Unofficial Fashion District

The South St. Louis artistic enclave of Cherokee Street is long known for its authentic Latin cuisine, gorgeous collection of murals, and eclectic music scene. But between its apparel businesses — from haute couture design studios to vintage clothing to authentic Western wear — and its bold and beautiful street fashion scene, Cherokee Street is quickly making a name for itself as the capital of style in STL.

Read on to discover the faces and places of the unofficial St. Louis Fashion District, and discover why the hottest new trends are probably found first on Cherokee Street.


Shoes in the window of Mesa Home  |  Photo By Emily Thenhaus


Brandin Vaughn  |  Photo By Phillip Hamer

Brandin Vaughn Collection 2604 Cherokee

Brandin Vaughn Collection — 2604 Cherokee

Brandin Vaughn COllection — 2604 Cherokee

Sophisticated elegance, with an edge

Sophisticated elegance, with an edge

Fashion designer Brandin Vaughn is on a mission to dress the world. The talented self-taught designer creates both custom and ready-to-wear designs, and his studio on Cherokee Street is alive with in-progress inspiration and gorgeous pieces available for purchase. 

“It’s an open invitation,” Vaughn says. “Come in and experience it.”

Vaughn, who prides himself on standout pieces all made in store, believes that Cherokee Street is perfectly poised to position St. Louis as a style standout.

“This is a fashion community,” he said. “I can’t name another street in St. Louis with this much fashion-directed creativity on it. Cherokee Street received an award from the State of Missouri Arts Council for being one of the most creative streets in Missouri in 2021 and that’s the proof. St. Louis is a place where fashion creativity really comes and thrives.”

The secret? The people. Vaughn firmly believes that street style influences the trends, not just the other way around; and he knows that his fellow Cherokee Street creatives share a commitment to seeing the community thrive.

“We’re all pushing to reach the same goal, the same dream,” Vaughn said. “We’re all like-minded people, all entrepreneurs; Cherokee Street is going to thrive, and it's because of all the people here doing the work.”

View the Brandin Vaughn Collection online, and keep up with the designer on Instagram, or stop by the shop Tuesday - Saturday 11AM-6PM, or Sunday 12PM-4PM.


Fashion by Brandin Vaughn 


Megan McCalla, owner of Your Friend's Apartment | Photo By Phillip Hamer

Your Friend's Apartment — 2617 Cherokee

Your Friend's Apartment — 2617 Cheorkee

Your Friend's Apartment —2617 Cherokee

Stepping into something special.

Your Friend’s Apartment owner Megan McCalla wants her shop to feel exactly like the name: cozy, familiar, and versatile. The store features a highly curated selection of vintage items from unisex clothing to menswear to womens fashion to furniture and accessories, each hand-selected by McCalla and designed to make shoppers feel at home.

McCalla moved to St. Louis after a long career in fashion PR in Los Angeles. When COVID halted shoots and consulting work, she decided to turn her lifelong passion for collecting vintage into a full-fledged business. 

“The Cherokee business district just felt most to me like home after being in LA for so long,” she said. “This made the most sense for what I was looking for as far as support for small businesses. It is eclectic and cool; the vibe was what I was looking for.”

Creativity in the fashion industry is on the rise in St. Louis, McCalla says, a fact that she’s rejoiced in as a transplant who’s grown to call the city home.

“I think it’s very important, because now’s the time when there’s more people than ever moving to this city and there’s so much potential,” she said. “There’s an amazing creative industry and a lot of room for growth.”


Clothing racks at Your Friend's Apartment |  Photo By Phillip Hamer

And as for her role in the growing story of fashion in St. Louis? Give people something special.

“Your Friend’s Apartment is just a curated space that has a little bit of something for anyone, and I think it’s just a really special and interesting place to visit,” she says. “I like when people come in and say they feel at home. The store has a nice calming energy, and is a nice space to shop and enjoy your time. I try to keep very zen vibes in here, and hopefully they feel like they’re at home and find something different.”

Follow Your Friend’s Apartment on Instagram and stop by the shop Saturday 11am-4pm and Sunday 12-4pm. 


Inside Profield Reserve  |  Photo By Phillip Hamer

Profield Reserve — 2309 Cherokee

Profield Reserve — 2309 Cherokee

Profield Reserve — 2309 Cherokee

Everyday leisure with a sleek, athletic twist

At Profield Reserve, sporting is a vibe. The unisex brand features everyday leisurewear with sleek, gorgeous lines in everything from minimalistic pieces to graphics-led apparel. 

“It’s just a blend of art, design, and cultures,” owner Chriss Loss said. 

Loss was a Cherokee Street regular even before he and his partners opened the shop in March 2020. He noticed an available storefront on his way to get a haircut, and was drawn to put his dream into motion.

“I just love the area, and the opportunity to have a retail space down here was really cool,” Loss said. “From day one the community took me in, showed me the ropes, and told me what to expect on Cherokee.”


Chris Loss of Profield Reserve  |  Photo By Phillip Hamer

Two and a half years later, the business is thriving, and Loss says Profield Reserve will soon extend into womenswear and kids’ apparel. His athletic-inspired wear is just one piece of the puzzle when it comes to what makes Cherokee Street St. Louis’ fashion HQ; the secret to its style, he says, is that you can visit the street for a mix of fresh takes on fashion.

“We offer so many different things down here from the leisure athletic wear that I offer to vintage to one-on-one cut-and-sew,” Loss said. “It’s developing into a really cool eclectic place where you can find a little bit of everything.”

The Woke Brand — 2626 Cherokee

Eleven 1 Fashion — 2903 Cherokee

Eleven 1 Fahsion — 2903 Cherokee

Style personalized

The Woke Brand specializes in clothing & accessories customized with patches so that every piece is one-of-a-kind.  

Malow Fashion — 2613 Cherokee

Malow Fashion — 2613 Cherokee

Malow Fashion — 2613 Cherokee

Casual, stylish streetware

Sleek streetwear and fresh, modern looks can be found at Malow Fashion. Stop in to browse the energetic collection and chat with owner KB. 


Manniquinns at Malow Fashions  |  Photo By Emily Thenhaus


Stephanie Larmier of Ruby Francis  |  Photo By Phillip Hamer

Ruby Francis — 2310 Cherokee

Ruby Francis — 2310 CHerokee

Ruby Francis — 2310 Cherokee

Vintage meets handmade meets effortless style

While Ruby Francis is proud to wear the “vintage clothing store” moniker, that’s not all you’ll find inside of Stephanie Larimer’s warm, inviting space. Vintage makes up most of the stock, but there are also locally handmade accessories and clothing from one-of-a-kind jewelry to striking sunglasses. Larimer also prides herself on the store’s collection of vintage dead stock, which means the piece is vintage but has never been worn.

“I think what makes us stand out is the fact that we do make unique one-of-a-kind clothing and pieces of clothing from vintage and reclaimed fabrics,” Larimer said. “I think selling vintage is just a really great way to create a fuller outfit. People can come in and now they can mash up vintage with handmade.”


Mannequins at Ruby Francis |  Photo By Phillip Hamer

Larimer is a champion of Cherokee street—she even lives above the store—and has been since the store joined the street in 2015.

“Cherokee Street is just a really cool, raw, grassroots area that seemed to focus on small businesses,” she said. “It’s just super diverse and eclectic and historic. We just thought it was a great spot to open a store.”

She’s also a champion of her fellow fashion entrepreneurs, and says she’s thrilled at the amount of creativity that’s bloomed along Cherokee Street year by year.

“New, handmade, vintage, thrift, all kinds of shops started popping up,” Larimer said, “The newer generations know it more as the fashion district. Cherokee is becoming a source for vintage, handmade, and fashion in general.”

Keep up with the shop on Instagram, and stop by Thursday & Friday 11AM-6PM or Saturdays & Sundays from 11AM - 6PM.

Ardently — 2001 Cherokee

Ardently— 2001 Cherokee

Ardently — 2001 Cherokee

Crafting an ethical capsule wardrobe.

Sustainable, size inclusive fashion at a fair price has a home at Ardently, which seeks to encourage environmentally friendly living practices. Ardently is your one-stop shop for crafting a capsule wardrobe sustainably. Stop in the store at 2001 Cherokee, or browse the collection online

Retro 101/ Cherry Bomb Vintage — 2214 Cherokee

Retro 101/Cherry Bomb Vintage — 2214 Cherokee

Retro 101/ Cherry Bomb Vintage — 2214 Cherokee

A well-curated collection of vintage items

The fascinating collection of Retro 101/Cherry Bomb Vintage lives at 2214 Cherokee, where you’ll find mid centry modern furniture and apparel—including a 40 foot wall of stunning retro coast in fantastic condition. Stop by the store, or browse the items on Facebook.


Hats and belts at Carrillo Western Wear  |  Photo By Phillip Hamer

Carrillo Western Wear — 2614 Cherokee

Carrillo Western Wear — 2614 Cherokee

Carrillo Western Wear — 2621 Cherokee

A gallery of authentic Western clothing & accessories 

A gallery of authentic Western clothing & accessories 

Lorenzo and Maria Carrillo have been on Cherokee Street for 19 years; they outgrew their original shop at Cherokee and Texas streets, moving into the vast space they now occupy at 2822 Cherokee. And they continue to grow, offering more and more authentic and high-quality Western clothing and accessories as the years go on.

Carrillo Western Wear is on a bustling block right in the heart of Cherokee Street, surrounded by authentic Latin restaurants, bakeries, and businesses.

“Cherokee is a very busy street, with all kinds of businesses, and lots of people come to the Street to shop,” Lorenzo Carrillo said. “They may come for Mexican food, or for the bread or really nice bakeries we have, but they should come and visit us!”


 Maria & Lorenzo Carrillo of Carrillo's Western Wear  |  Photo By Phillip Hamer

While Carrillo says his favorite items in the store are the shirts — thick, beautiful pearl snaps with impossibly gorgeous details and a variety of prints—Carrillo Western Wear offers everything from boots to hats to belts to Western-inspired jewelry.

“People see that we sell Western wear and say, ‘Wow! Western wear downtown,’” he said. “Visitors say we have a lot of variety, and that they can find everything [they need] in one store.”

Carrillo says his customers are a mix of regulars and new visitors, who pop in during weekend visits to Cherokee and are delighted to see an array of Western wear right in the heart of the City.

The business continues to grow, and the Carrillos even had the chance to relocate to a larger spot on Broadway; but the couple says they’re here to stay.

“The best part of the community is that we have all different cultures, and people of all ages,” Lorenzo Carrillo said. “I think it’s one of the best things here on Cherokee Street. We don’t want to leave.”

Stop by the store at 2646 Cherokee, and keep up with the Carrillos onine on their websiteFacebook or Instagram 


Jeff & Randy Vines of STL Stylehouse |  Photo By Phillip Hamer

Stl Stylehouse — 3159 Cherokee

Stl Style House — 3159 Cherokee

STL STYLE HOUSE — 3159 Cherokee

Because you can't spell "style" without STL

Twin brothers Jeff and Randy Vines opened STL Style House in 2010, putting their lifelong passion for the City of St. Louis to good use as a city-centric apparel store. Pieces at STL Style House have a friendly, cheeky voice that shows the Vines brothers understand the city — and its neighborhoods, people, and charming idiosyncrasies — inside and out.

The store, which opened in 2010 after the brothers noticed that your run-of-the-mill St. Louis gear didn’t really reflect the city’s unique character, now offers full-service graphic design with custom screen printing. Jeff Vines says they love being a part of Cherokee Street, and consider the neighborhood one of the best in St. Louis.

“Cherokee Street, in our minds, represents everything we love about St. Louis,” Jeff said. “Very urban, unpolished. Cherokee Street has the grit and historic charm that makes a neighborhood special. That’s our purpose; to introduce people to the City and spread the love and passion.”


St. Louis patches at STL Stylehouse  |  Photo By Phillip Hamer

The Vines brothers transformed their space on Cherokee from an abandoned space to a thriving storefront, progress which they say matches the general pulse of reinvigoration in the neighborhood.

“There’s a concentration of creative artists and designers and musicians on Cherokee Street,” Vines said, “I think edgy fashion can thrive here; you come here to find something different. That’s why the importance of nurturing a creative scene like this shouldn’t be underestimated; this is what attracts people to visit and possibly live in a city.”

And with their line of proudly St. Louis-centered apparel, STL Style House is embracing its role in elevating the City: in fashion, in pride, and in what the future holds.

“We don’t just love St. Louis for what it was; we don’t just love it for what it could be, even though we see so much potential; we love it for what it is today,” Vines said.

Learn more about STL Style House on their website, or follow them on Instagram.


Tammy Heet & Kay Miller of Assassin Vintage   |  Photo By Phillip Hamer

Assassin Vintage — 3156 Cherokee

Assassin Vintage — 3156 Cherokee

Assassin Vintage — 3156 Cherokee

Where creative vision meets vintage fun

Assassin Vintage co-owners Tammy Heet and Kay Miller are celebrating one year of their brick and mortar on Cherokee Street. The friends and creative partners began their apparel venture on Etsy, then launched their own website and had booths at pop-up markets around town. But the second they stepped into their Cherokee Street space, previously occupied by Golden Gems, they felt at home.

“It was the dream building for us,” Heet said. “I feel like there’s an amazing diverse collection of businesses in the heart of this Cherokee Street community.” 

The shop reflects Heet and Miller’s creative taste and excellent eye for unique vintage pieces. The two share a common vision for the collection, but bring different perspectives to their carefully-curated offerings.

“Not all vintage is created equal,” Heet said. “I feel like we have really killer vintage. We pick all the pieces ourselves, and pride ourselves on making our vintage like new. Every piece you pick up is going to be mended and stitched and cleaned and ready to wear. We bring you cool, distinctive vintage style that’s ready to enjoy.”



Accessories at Assassin Vintage  |  Photo By Phillip Hamer

The two say the people and pulse of the neighborhood continues to inspire their love of fashion and creativity.

“I’ll just be standing here, and see people walk by—interesting people dressed in different kinds of clothing,” Heet said. “It’s inspiring to see the fashion.”

That “inspiration is everywhere” mentality means that Heet and Miller are all about embracing fashion in all forms.

“It’s really all about celebrating their own individual style and accentuating that style and I think that the businesses around here are similar to that, we’re not cookie-cutter,” Miller said. “We don’t want the people who come in here to feel like they want to be cookie-cutter.”

Browse the collection online, or stop by the store at 3156 Cherokee.


Mesa Home  |  Photo By Phillip Hamer

MESA HOME — 2619 Cherokee

Mesa Home — 2619 CHerokee

Mesa HOme — 2619 Cherokee

Approachable vintage meets artistic expression.

If the racks at Mesa Home look like they were picked out by two very different people with a shared eye for fashion, it’s because they were. The vintage clothing shop is a breath of fresh air: funky, approachable, affordable fashion just begging to be worn.

Co-curator James Coleman, who works alongside owner Anni Jones, says he and Jones both add items to the collection on a regular basis.

“We are different enough that our style is set apart but still works together,” he said. “It’s just a great variety of vintage and antique, just our version of artistic expression through fashion.”

Cherokee Street is the perfect spot for their vision to live, Coleman says, because the pulse of the neighborhood is welcoming to businesses and appreciative of innovation.


James Coleman of Mesa Home  |  Photo By Phillip Hamer

And as for Mesa Home’s role in St. Louis’ fashion district?

“We love to be approachable, we love to be affordable,” Coleman said. “Nothing feels stiff or uncomfortable. We like to keep it nice and chill, welcoming and warm. Fly as hell.”

See what’s new at Mesa Home by following them on Instagram.


Inside Restyled by Izzy  |  Photo courtesy of Restyled by Izzy

Restyled by Izzy — 2610 Cherokee

Restyled by Izzy — 2610 Cherokee

Restyled by Izzy — 2610 CHerokee

Designer resale meets vintage charm.

Fans of secondhand clothing are often looking for those offbeat hidden gems that make thrifting so thrilling. But sometimes they’re searching for basics—affordable, sustainable, contemporary—to round out their wardrobe. Restyled by Izzy, the newest addition to Cherokee Street’s thriving fashion district, offers a little bit of both.

“We are different in that we stock modern, current inventory from the likes of prominent retailers like Resolve,” says shop owner Izzy Polanco. “And then we have our more special pieces, like the curated vintage clothing, jewelry, handbags, and a few designer pieces mixed in that I personally scout.” 

Polanco searched all over the St. Louis area for the perfect neighborhood to launch her store, but says nothing felt like home until she looked on Cherokee.

“I’ve always known about Cherokee, but I didn’t know about the history and the resale community that’s down here,” she said. “But I think driving my decision was that I spoke with one of the Cherokee Street leaders, and she told me that the Mexican community kept the neighborhood thriving during the pandemic. Being Latina, I wanted to be with my people. It’s not about if, but when, I make it—I want to be able to say I was with my people when I started out.”

Fans of resale clothing will find a cozy space that seeks to excite, not overwhelm. It’s a comfortable shopping experience, Polanco says, and one that perfectly fits into what makes Cherokee’s fashion world so special.

“I see Cherokee and fashion as one,” Polano said. “Everyone on Cherokee is big on identity and individualism. It’s a very eclectic community, and that’s exactly what fashion is: an avenue to express oneself however you see fit. There are no rules in fashion. Fashion is one of the most inclusive yet unique medium to each one of us—and so is Cherokee Street.”

Stop by Restyled by Izzy at 2610 Cherokee Street, or get updates on Instagram. Store hours are Thursday-Saturday from 11am to 5pm, and Sunday from 11am to 4.30pm.  


Accessories at Restyled by Izzy  |  Photo courtesy of Restyled by Izzy


City Mouse Vintage owners Abbie and Casey  |  Photo courtesy of Jason Deem

City Mouse Vintage — 2618 Cherokee

City Mouse Vintage — 2618 Cherokee

Restyled by Izzy — 2610 CHerokee

Vintage essentials meet unexpected finds.

If you need it, they probably have it. And that’s whether “it” is a pre-loved Carhart coat, a Carrie Bradshaw-approved sequin clutch, or that perfect little piece of decor to make your gallery wall complete. 

City Mouse Vintage has the perfect mix of ready-to-wear finds and unexpected gems. And that’s part of the charm, says Abbie Belliston.

“You can find something for everybody in here,” she said. “We’re a little quirky, a little silly. We have some high-end things but also just some fun, old, weird, stuff.”

Belliston co-owns the shop with her sister, Casey Miller. Miller is a longtime Cherokee Street resident and business owner; she owned popular breakfast spot the Mud House and the beloved Vista Ramen, and now owns Dead Wax Records. 

But for the sisters, the foray into vintage fashion was a long time coming.

“Our mom has been an antique dealer all our lives so we kind of just lived in this world of weird, old, stuff,” Belliston said. “We went the clothing route with it.”

City Mouse began as pop-ups around town, from outside of Dead Wax to local vintage shopping event May’s Night Market. They found their current space as 2618 Cherokee through Casey’s connections with other Cherokee business owners; they operated there as a pop-up until the spot became the permanent home of City Mouse in September 2023.

Belliston admits that opening a brick-and-mortar store in 2023—the age of online shopping domination—might seem risky. 

“But not here,” she said. “People come here. They come in when it’s 20 degrees! It’s wild.”

Belliston chalks some of the store’s success up to the thriving vibe on Cherokee Street. Artists, fashionistas, food lovers, and musicians flock to the area; but despite that, she says, nothing is “too cool” for anyone.

“It’s the most welcoming, inviting community I have ever been a part of,” she said. “This is just the spot.”

Follow the shop on IG at @citymousestl. Store hours are Friday through Sunday, noon to 5 p.m.





City Mouse Vintage — 2618 Cherokee

Restyled by Izzy — 2610 CHerokee

Style in every sense of the word

Omar Row knows that the appeal of curated vintage clothing doesn’t just come from the cool factor; it comes from being timeless. That’s why the O POTHECARY x OMAR STYLES shop on Cherokee Street features items handpicked by Row that are sure to make a lasting impression.

“Omar Styles offers a curated collection of elevated vintage fashion for the forward-thinking style enthusiast, and unique statement pieces for the traditional thrifted and piece collector,” Row said. “Our items are versatile, top-tier quality, and designed to stand the test of time, emphasizing the value of longevity.”

While Row’s artistic eye has set a high bar for the store’s pieces, he’s worked hard to maintain a shopping atmosphere that feels inclusive.

“Guests can expect a warm, welcoming atmosphere and perhaps even a hug!” he said. “We are dedicated to ensuring everyone feels comfortable and knows we are here to assist in any way possible.”

The storefront is more than a clothing shop; Omar Styles also doubles as a salon for Omar's hairstyling clients. 

The collection has found its home on Cherokee Street, which Row credits to the area’s vibrant and diverse community.

“Opening O POTHECARY x OMAR STYLES on Cherokee Street was an easy choice,” Row said. “Cherokee Street’s unique allure is the key factor that effortlessly blends fashion with the neighborhood’s spirit.”

View the collection in person from 12-6 pm Tuesday and Thursday, and 11am-7pm Friday and Saturday. 


Got a question, want to get involved or just want to reach out?


Cherokee Street
Community Improvement District

Copyright © 2024 All Rights Reserved

3407 S. Jefferson, Suite 515
St. Louis, MO 63118

Cherokee Street
Community Improvement District

Copyright © 2019 All Rights Reserved

3407 S. Jefferson, Suite 515
St. Louis, MO 63118

Cherokee Street
Community Improvement District

Copyright © 2019 All Rights Reserved

3407 S. Jefferson, Suite 515
St. Louis, MO 63118

Cherokee Street
Community Improvement District

Copyright © 2019 All Rights Reserved

3407 S. Jefferson, Suite 515
St. Louis, MO 63118

Cherokee Street
Community Improvement District

Copyright © 2019 All Rights Reserved

3407 S. Jefferson, Suite 515
St. Louis, MO 63118

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