SHOP PROFILE: HAMMER + AWL

Hammer + Awl is an independent men’s accessories boutique located in Seattle’s Madrona neighborhood, featuring a selection of crafted goods with a focus on products made in the USA.

My first introduction to Erin Krohn and her shop was by friends telling me that I “had to check this Madrona shop out.” Everyone was so excited, they thought the EH Works would be a natural fit. After visiting the shop and meeting Erin for the first time I thoroughly understood their excitement. Every visit to Hammer + Awl includes information and idea-filled conversations with Erin, and leaves me even more excited about what I do, what others are doing, and how limitless creativity is. We are delighted to be included in the Hammer + Awl offering.
Where did the inspiration for the shop come from?

It really came from my love of how accessories can personalize one’s style combined with the fact that I had been dreaming of opening a small shop for over ten years. Being a designer I like when I see that extra little detail, that extra layer that makes someone stand out and be noticed and the shop is really based around that concept.

From your past experience, what has most benefitted your current work?

I am an interior designer and have practiced professionally for almost 20 years. My focus was on retail design and as far as creating a vision for the shop and executing it, that experience definitely helped because that was what I did day in and day out. Though the budget on this project was different than most!

What’s the biggest challenge of owning Hammer & Awl?

It’s always a challenge because you don’t know what you don’t know. Mistakes will be made, but that is all part of the process of growing. Also, trying to balance all the aspects of the business myself, at least for now, can be tough. No one is good at everything, so figuring that out and getting the right help where and when you need it is important.

What are some of your favorite American or locally made products and/or craftsmen?

It’s hard to choose, but I do love textiles. General Knot and Harding & Wilson are some of my favorites for neck and bow ties for different reasons. General Knot focuses on rare and vintage fabrics, and they are so unique. Harding & Wilson primarily uses Pendleton wools so they have a very Northwest regional feel that customers gravitate toward.

How would you describe your customer? How does this effect your product assortment?

My customer-base has turned out to be so much broader than I initially expected.  In the most general terms, my customer is someone who appreciates quality and craft and values that in their personal style – that person could be a man or woman. This fact doesn’t change what I look for in product because this is where I initially started with the vision. If anything, it solidifies it and inspires me to keep discovering.

Why only men’s accessories and clothing?

The idea to focus on men’s accessories was because I felt like it was a niche that did not exist here in Seattle, and I came to find out, not in many other places either. My husband, Anthony, was definitely an influence. You could go so far as to call him my muse. He was always the one in the crowd rocking a cool bow tie, a pocket square, or colored laces in his shoes. To me it just made sense to create a shop for men that caters to this idea. Accessories are such a great way to personalize your style and women already have many boutique options to find unique jewelry, handbags, and clothing – why not something for guys?

Would your product assortment change if you were located elsewhere? Midwest, East coast, Southwest?

Yes, I think so. Being here in the Northwest, I feel there definitely is a look that a large majority of men gravitate towards. Here, we are surrounded by mountains, forests, and water. Having so much of the outdoors right at our fingertips has definitely shaped a quintessential NW style. It doesn’t mean all guys should feel the need to grow a beard and wield an axe, but there tends to be an underlying ease and a bit of ruggedness to their dress. They want to be able to move, be active, and still look good. You could choose to ignore that completely, but I chose to take it and turn it up a bit. I say that we “Craft Northwest Handsome”, adding refinement and individuality to that rugged nature.

What’s the most satisfying part of owning your own shop?

Gosh, there are so many things! I would have to say that one of the best things is simply walking in the door each day to something you know you created, are proud of and can stand behind. That is immensely satisfying.