Retail Watch: Lokal Heroz's Masculine Heroics

Men often get a bum wrap when it comes to clothing stores. A hidden rack at the back of a shop dedicated to menswear was once all one could find for a beau. That is, until boys around the world decided to open stores for themselves. One such boy is Joel Ferdinandus, owner of men’s store Lokal Heroz in Rotterdam. Here men can dress up, try out the latest low rider, pick up some tools, view local art and grab a complimentary coffee near the heart of the city’s shopping district, Laurenskerk.

To avoid the chore of shopping, the store has made their retail experience into one long party with Lokal Heroz holding events every first Friday of the month. These parties include everything from live music to spoken word sessions, performance art and low-rider gatherings, while drinks, food and conversation dance about. All you have to do is sign up on their website to find out which Friday is for you. And, if that’s not enough to entice you, then having a play on the store’s coveted Commodore 64 surely will. Let the games begin, lads.

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—Retna Wooller

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