Lifestyle

Frame Shoots for the Stars With New Store Concept, Men’s Launch – WWD

LONDON — There’s no stopping Jens Grede and Erik Torstensson in relation to the ambitions they’ve for Body — the denim label they launched in London 5 years and remodeled into a world identify with a full ready-to-wear vary.

Now they’re on the point of hit refresh yet another time and make it possible for Body is holding onto its relevance — and sometimes main the best way — within the new, post-lockdown world the style trade is attempting to return to phrases with.

This implies rethinking retail; bringing males’s put on again in larger and higher methods; setting some extremely bold sustainability objectives — and easily staying artistic and having enjoyable.

“It’s virtually been like beginning a brand new model for us. All of those efforts are about bringing vitality to the model, there’s no relaxation for the depraved now,” mentioned Torstensson in an interview, additionally pointing to a soon-to-launch new web site, and up to date collaborations with everybody from the Carlyle to the Museum of Peace and Quiet. “I can’t sit and hope clients are going to seek out us, I should be on the market and check out 10 instances tougher to earn their consideration and serve them every single day.”

So what does this re-energized, 2021 model of Body seem like?

“A model that behaves like a style home from Paris with the smartness of a digital start-up in California,” mentioned Torstensson, explaining that even when the model veers towards extra accessible value factors, the intention stays to supply an elevated, design-led strategy in all the pieces it places on the market. “It’s tremendous necessary at our value to not  behave like a rollout model. When all the pieces seems to be the identical it’s now not thrilling.”

Therefore the corporate’s up to date retail technique, which entails two ideas: “Neighborhood flagships” designed to serve native communities the place Body clients stay and extra centrally situated areas that can be handled as “everlasting pop-ups… or energetic, white field areas” with a rotation of exhibitions, installations and different activations.

“A retailer ought to both be like a billboard that reveals the DNA of the model and precisely the place it stands or it must be all about activations and bringing vitality to the model with newness, collaborations, or new home windows,” mentioned Torstensson. “Our job is to not have 2,000-square-meter flagships on Regent Road. However I do imagine very a lot within the concept of giving extraordinary, elevated experiences within the neighborhood the place the client lives.”

He’ll be testing this new idea in his outdated stomping floor, London’s Brompton Cross space, the place Body is on the point of open its first neighborhood flagship on Walton Road, subsequent to the likes of Joseph, Chanel and Isabel Marant. 

Erik Torstensson

Erik Torstensson
Courtesy of Body

I lived round there for 10 years. I do know the one that lives there very effectively,” mentioned Torstensson, who was behind the entire design idea.

The brand new area is about impartial tones, loads of stone and wooden accents, and customized furnishings items that mix modernist and extra classical design references. “It’s very a lot an extension of my private style, to be sincere. Finally, I wished it to be a really heat, inviting setting the place a buyer can expertise and contact our model, not simply the product, and really feel what we stand for.”

Two extra neighborhood flagships are within the works, in L.A. and New York, and can characteristic the identical fixtures and new, personalized furnishings to go well with every location, whereas the model can be planning extra experiential openings in Aspen and Palm Seashore.

“I’m now refitting our Aspen retailer. It is going to have mushroom wooden on all of the partitions and within the center I’m creating an enormous, three-meter-tall chrome mountain that you may go into. It’s a really totally different expertise but it surely’s appropriate for Aspen and our buyer there. I wish to give them one thing new as a result of loads of them most likely stay in New York and go to our retailer there,” mentioned Torstensson, including that the merchandising may also range from retailer to retailer.

“It’s about trying the place you’re positioned and who’s subsequent to you. In London, we’re subsequent to Chanel and Joseph, so now we have a really rich buyer. I don’t assume our buyer right here will essentially purchase a purse from Body, however I believe we will take the function of being an actual useful resource for her on a regular basis stylish outfitting that means denim, wonderful cashmere, nice cotton product — all the garments she wears between eight o’clock within the morning and 6 o’clock at night time.”

The debut of the brand new retailer idea coincides with the model’s males’s put on relaunch — a class Torstensson mentioned didn’t get sufficient love when it first launched however is now again with a brand new group and refreshed strategy.

Frame relaunches men's wear

Body relaunches males’s put on.
Courtesy of Body

The thought was to supply nice classics and items that fill the hole between athleisure and formal put on — and would serve the wants of on a regular basis males throughout ages and backgrounds.

That’s why Torstensson was eager on presenting the brand new assortment on as huge a spread of males as doable. So he forged 44 males from all around the world, requested them to fashion themselves, and photographed them in New York and L.A. to create the model’s launch marketing campaign and a devoted e-book.

“Males’s fashion isn’t about male fashions and style, it’s about characters,” he added.

His subsequent huge frontier is sustainability. The corporate has already been laborious at work in relation to rethinking its provide chain and making aware selections, akin to the usage of recycled cashmere and washable silk in all its merchandise.

Now it’s about to launch its first pair of degradable denim, that includes an modern degradable stretch material that disintegrates in a fraction of the time standard stretch yearns do, leaving no dangerous chemical compounds behind. The denim can be dyed utilizing a micro plastic free-dying course of, options recycled paper tags, detachable buttons fabricated from recycled metals, and embroidery that replaces steel rivets.

Main upcycling and water conservation tasks are additionally within the works.

“For fall 2021, our denim is 63 % sustainable in material and wash. However that’s similar to half time, we have to get to 100%. By 2023 we’re aiming to attain that,” added Torstensson. 

Frame debuts biodegradable denim

Body debuts biodegradable denim.
Courtesy of Body

 

https://wwd.com/business-news/retail/frame-london-new-store-concept-mens-launch-1234912055/ | Body Shoots for the Stars With New Retailer Idea, Males’s Launch – WWD

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