About HEIMmade – Our Story | HEIMmade

Where Haute Meets Cold

heim-made is a boutique, seasonal brand created by mother-daughter duo Rose and Gretchen Heim in northern Minnesota. What began as a college loan repayment plan quickly turned into a passion project celebrating warmth, style, and home.

Rooted in their German heritage—where Heim means “home”—their name tells the story of who they are and what they offer.

From down skirts, vests, and jackets to recycled coat hats, faux fur scarves, mitts, shawls, and adorable leggings and tights, every piece blends function with fashion. Their focus? Smart, stylish solutions for staying warm and feeling great.

About the Heims:

Gretchen Heim is one of the co-founders behind Heimmade, the Minnesota-born winterwear brand known for its clever comfort and timeless style. Together with her mother, Rose, Gretchen designs every piece with one goal in mind: Solving winter-problems to help women stay warm and look good doing it.

What began as a small side project to pay off college loans has grown into a beloved cold-weather brand worn across the Midwest — from frozen lake walks to downtown coffee runs. Each Heimmade piece, from the iconic Lumberjacket and Nordic Skirt to the Haute Coat and Flantastic, carries Gretchen’s signature mix of smart design, cozy practicality, and a wink of Minnesota humor.

Simultaneously, Gretchen is a Creative Director and graphic designer, leading national campaigns and brand identities for companies across healthcare, food, fashion, and beyond. That experience shapes Heimmade’s look and feel today — from its clean, confident visuals to its down-to-earth voice that always feels like “home.”

At the heart of it all, Gretchen believes great design should make people feel something — At Heimmade that’s…warmer, braver, and a little more themselves.

Minnesota designed. Women-run. Family-owned since 2005.

Rose:

I retired from a rewarding career of teaching K-12 visual art in 2008, where I taught every art form imaginable. The focus of my personal art was primarily painting and drawing, but I loved any project involving creativity. I passionately designed (and helped construct) the interior, exterior, and landscape design of our handcrafted log home, the process of which is ongoing. When Gretchen started showing her Morgan horses on a national level during her high school years, we started our first clothing design collaborations. We designed (and had made by local, talented ladies) all of her show outfits, including her woven horse blankets. If we couldn’t find what we wanted, we’d say, “We can do that.” And we did. When Gretchen graduated from college, we used that motto to create our own line of luscious body products, which evolved into our current focus on ladies’ cold weather apparel and accessories. We know, first hand, the frustrations of finding quality, fall/winter clothing that is fashionable, as well as warm and functional. We’ve answered with our heim-made designs. We are energized by the enthusiasm and appreciation we receive from so many of you. We are constantly working on bringing you more unique products and detailing!

Our Vision:

Heim-made as a solution to our biggest problem – getting through BRUTALLY COLD MN WINTERS warm and in style!

Heim-made is for every woman who is forced to hibernate inside because they are also frustrated with their clothing being bulky, frumpy, uncomfortable, and just doesn’t keep them warm. We’ve tested and approved our current line in the depths of cold MN elements and according to our customers, they are now actually ENJOYING and THRIVING in winter!

So, over the last 10 years, we’ve come to realize we’re more than an apparel company – we are a JOY company!

Animal Welfare:

We insist our partners comply with the Waterfowl Animal Welfare Commitment standards on the duck down that is used in our products. Down is ideal insulation because it keeps us warm by trapping air and it is prized for being light, easy to compress, long-lasting, and breathable. It’s the insulation of choice in cold, dry conditions, or whenever reducing weight and saving space are top priorities.

Down is a sustainable resource. Natural insulation reduces our footprint compared to synthetic insulation because it is biodegrade. Polyester fibers are made with crude oil, takes longer to decompose and it has a greater impact on landfills if it’s not recycled in some way.

Manufacturing:

We work with manufacturers that have credible accreditations and certifications related to human rights, working conditions, and management systems. We are committed to selecting partners that comply with international labor standards.