Mats Sjöqvist together with brothers Mårten and Olle Eriksson-Mårtens attracted a solid following of well-dressed men to their first menswear boutique, Herrekipering (haberdasher in Swedish), on Kocksgatan 17 in Stockholm’s Södermalm district.
Earlier this year, they expanded the business by opening their second and much bigger store, Haberdash, on Upplandsgatan 50, in the Vasastan area of Stockholm. In the process, they renamed the first shop Haberdash as well.
We love the functional, minimalist interior of the new boutique, completed by Stockholm’s Form Us With Love (FUWL).
The materials and details of the store design speak the same language as the brands represented in the store, the language of timeless style, long-term value, functionality, quality and artisanship.
The underlying goal of all of the displays is to allow the customer to see and examine each item completely. So FUWL created a stylized, minimalist craftsman’s studio, with the items displayed on magnified pegboards, simple workbench-like counters and basic square shelving.
Materials, such as Silestone Quartz, Kährs ash and Tärnsjö Tannery leather are used for displays and surfaces. The “bare-bulb” pendant lighting is FUWL’s own Form for Design House Stockholm.
The esteemed brands sold at Haberdash include the French Armor Lux sailor sweaters made famous by Pablo Picasso, Brooks bicycle saddles and accessories from the UK, and Grundén raingear from Sweden.
FUWL is a multi-discipline design house established in 2005 by fellow students of product design at Småland’s Kalmar University, John Löfgren, Jonas Pettersson and Petrus Palmén. - Tuija Seipell