Oct 19, 2017 | By Lourdes Linares
Get more Denim insights as a WGSN subscriber
August 30th saw the opening of Swedish denim legend Örjan Andersson’s new retail outlet Från Ö Till A in Stockholm. Stylesight’s denim team spoke to the man himself to find out more behind the new concept space.
Since its launch back in S/S 12, bearded legend and “jeans professor” Örjan Andersson has quietly been introducing his self titled label into the denim market. Not straying far from his design roots at Cheap Monday, Örjan’s namesake label embraces his idiosyncratic approach to denim with quirky silhouettes, unexpected wash treatments and a heavy dose of statement graphic T-shirts to complement the jean selections.
August 2013 saw Örjan expand upon this venture with the opening of the Stockholm-based retail store Fran Ö Till A, with his own denim brand in the forefront. The store concept was created with a vision to present a portfolio of selected brands in a “personal, different and unusual manner” – reflecting the counterintuitive store name “from Z to A.” The team behind the store concept includes architects Aron Heineman and Sahara Widoff, stylist Naomi Itkes, while the exterior was deigned by Svart and the logo by Marie Häger and Lisa Rydell.
Spaced out over a 500-square-meter store in four mansions, the store offers a selection of established fashion brands, young innovative designers, and second hand. Located within a brand new shopping destination, Götgatan 105 right next to Skanstullsbron.
“The store is a place to feel captivated and unique. Visitors should be submitted to a feeling of being on a journey of discovery, a place where you want to stay and have fun without any real rules or limitations. In From Z to A should not have to be the day same.”
Örjan hopes to offer customers an explorative shopping experience by presenting an offering of global brands that fit in with his design aesthetic. Labels include London’s Marques Almeida and Ashley Williams, as well as French brand Surface to Air, in addition to domestic brands such as Acne, AltewaiSaome and Cornelia Webb.
“For me it is important to combine the already established brands with
young new designers. To be able to be a part of a new generation, create regrowth and pick up young talent is the cornerstone of my store’s concept. Brands and designers
should include factors such as independence, personality and enthusiasm with
credibility in their expression,” says Örjan Andersson.
Visit the store at Götgatan 105, 11662, Stockholm
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.