The Slow Era

The Slow Era is a vintage and handmade goods shop located at 130 Main Street in downtown Ames, Iowa, that opened in February 2025. The business specializes in slow fashion and slow-made items while promoting sustainable practices, curating vintage clothing, accessories, and home decor alongside original and collaborative artist pieces. Founded by owner Magnolia, who brings 20 years of retail experience with 16 years focused specifically on vintage style, the shop is committed to environmental and social responsibility by rescuing vintage pieces from landfills, repairing and restoring items to extend their lifespan, using sustainable packaging, and collaborating with local and national artists. The Slow Era operates as a private business rather than a nonprofit and has become a community gathering space in downtown Ames, known for fostering a supportive atmosphere among customers while championing quality craftsmanship and ethical consumption over fast fashion practices.