The dark days of winter might be waning, but the Swedish spring still requires a little something extra to keep the goosebumps at bay. Swedish womenswear brand Odd Molly’s recently opened Stockholm shop and Acne Jeans’ newly debuted Acne Archives store are just the right places to pick up your own dose of cozy.
Odd Molly’s new store provides the label with a way to demonstrate what creative director Per Holknekt says the label is truly about: love, courage and integrity. Odd Molly’s bold, ethno- and boho-inspired patterns and prints take a step back from the sleek, black pieces coming out of many Swedish fashion studios. Holknekt even claims Odd Molly is allergic to black, adding that they haven’t yet designed a black piece.
This colorful design approach is also translated into the carefully considered interior of the new shop on Humlegårdsgatan. The interior features gigantic hand-crocheted steel fences, old lacquered walls for wallpaper and an über plush round pink couch, while the brand’s core values are reinforced through positive messages and tiny greetings scrawled on the wall. Other touches, which Holknekt calls “feel-good details,” include a small floral shop and a complimentary loaf of bread with every purchase. The company’s emphasis on handmade items and craftsmanship breathe throughout the space.
Across town, a classic Swedish fashion staple Acne Jeans has opened Acne Archives, where the brand’s devoted followers can find oldies but goodies. The new store features discontinued styles as well as a few one-off pieces that never made it past the catwalk. Acne founder and creative director Jonny Johansson explains that the initiative is as much about bringing back old favorites as it is about finding creative ways to reuse and recycle fashion.
“We get lots of questions about old collections and old styles and we have this big storage facility that is full of old stock,” he says. “People wanted pieces from one old season or another so we thought ‘Let’s take this idea and all this stuff in storage and try to recycle it in some way.’ Some items we have patched up or cleaned them to make them new again; while some have never even been used. Some are old stock and some are samples that would have been used in the showrooms, or originals from the presentations that never went into production.”
The shop itself is inspired by an old archive, using wallpaper printed from photographs of the archives at Millesgården, the historical home of Swedish sculptor Carl Milles (and the venue for Acne’s show during Stockholm Fashion Week autumn/winter ’09).
For those who don’t have the luxury of strolling into the new Acne Archives in Stockholm, the brand has also just launched the Acne Online Outlet, where you have a chance to grab your favorites from the spring/summer and autumn/winter ’08 collections at half the price.