Let’s start with the name. On Thursday night (during its annual holiday party), Martin Patrick 3 debuted its new women’s gift department. They’re officially calling the room “Apology.”

Pretty straight-forward, huh?

The North Loop men’s shop is known in the Twin Cities as an ever-expanding menswear palace — basically a GQ magazine come to life. The addition of a small women’s section seems like a smart idea: Guys go shopping for themselves, bring home something for the missis. (Or: Guys get in the dog house, bring home something for the missis.)

Apology is Martin Patrick 3’s take on slickly-designed feminine merchandise: fragrances, necklaces, bracelets, lux candles. There’s a collection of letterpress gift cards. Also: ostentatious golden paperweights (for about $130). And the new and very sought-after Faribault Woolen Mill’s capes and vests.

A man standing next to me during the Thursday unveiling asked one of the shop’s employees, “Why is it called ‘Apology’?”

Obviously, this gentleman is doing everything 100-percent amazing in his personal life.

 

Tom Horgen on Twitter: @tomhorgen