Lindsey Hulquist is the founder and owner of X Label Apparel, but to her, it’s always been more than just a store or a brand on a tag. X Label is the vase she pours her personality into—the late nights obsessing over every little detail, the events where every vendor is carefully chosen so every customer can see themselves in her world, the perfect caption that sparks confidence, and the name of a new outfit inspired by the woman she pictures wearing it.

X Label has become a place where shopping turns into parties and ordinary weekends become reasons to get together. It’s a place where other small businesses have a home, where Lindsey shares the spotlight with the next person chasing a dream, where every cause close to her heart has a village behind it, and where every “hello” feels like you’ve known each other for ages.