“Clothes that fit are extremely important. And men are beginning to realize that. That’s why there’s a big push toward custom.”—Jennifer Shinners, J. Hilburn. Photos: Chris Emeott
Custom menswear shop offers eco-friendly style options.
In honor of Earth Day on April 22, Edina Magazine is launching a three-part series, highlighting Edina’s sustainable businesses and the innovators driving change.
For Jennifer Shinners, sustainability and personal style are more than just buzzwords—they’re the foundation of her work with J. Hilburn, a custom menswear company where every garment is made for the individual. A stylist for J. Hilburn for 16 years, Shinners opened her Style Studio at 50th and France in August. It’s the 12th in the country.
J. Hilburn’s approach epitomizes “slow fashion,” focusing on creating garments tailored to each client’s measurements and preferences. It makes quarter-zips, hoodies, joggers, golf apparel, cashmere topcoats, suits, tuxedos, shirt jackets, vegan leather bombers and more. “We are 100 percent sustainable. We make the item for the one man, and that’s it. We’re not making hundreds and then throwing them away when they don’t sell,” Shinners says.
Jennifer Shinners measures a client with her trusty tape measure—the same one she’s owned for 20 years.
The company partners with ethical suppliers and manufacturers recognized for sustainability, offering premium fabrics like traceable cottons and wools. Clothing is crafted from the finest fabrics at world-renowned Italian mills. “So it’s a J. Hilburn suit crafted with Loro Piana fabric or Zegna fabric,” she says. Factories in Vietnam and Hong Kong also focus on recycling water and other green initiatives, including decreasing their greenhouse gas emissions, having buildings be Leadership in Energy and Environmental Design (LEED) certified, among others.
Beyond sustainability, Shinners emphasizes how custom clothing creates confidence. “For years, men have gotten used to wearing off the rack because that’s what there was, but they had to deal with things that didn’t fit properly,” she says, adding that some of her clients arrive in her shop because traditional stores don’t work for their body types. For example, a man with broad shoulders would have to wear a shirt in a bigger size. Or hockey players and skiers with developed quads and glutes have to buy trousers a size up and use a belt to cinch the waist. They then decide custom is the way to go. “Clothes that fit are extremely important. And guys are beginning to realize that. That’s why there’s a big push toward custom,” Shinners says.
Shinners pairs buttons with fabric swatches to create a custom outfit.
The studio experience is tailored to the individual. Shinners works closely with her clients—sometimes alongside their partners—to understand their needs. “It’s about building relationships and trust,” she says. “Once I have their measurements, I can create pieces that fit perfectly. It’s about finding what works for them.” Clients can be measured in person with a classic tape measure or use a virtual app. Orders typically take two and a half to four weeks, depending on the item, and each garment undergoes a fitting to ensure perfection. “I want to make sure it’s perfect because I want it to be his go-to piece,” Shinners says.
Affordability is another cornerstone of J. Hilburn’s appeal. Without the overhead costs of traditional retail, the company offers value for high-quality, custom garments. “A jacket here might cost $800, but a similar one could retail for twice that off the rack elsewhere,” Shinners says. “It’s not crazy expensive like people think custom is. Things are changing. I love helping guys look great. I want their clothing to be a solution, not a hassle.”
Next month, Edina Magazine highlights a creative business that elevates celebrations while staying eco-friendly.
J. Hilburn Stylist Studio
5047 France Ave. S.; 952.451.0988
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