Expect the Unexpected Urban Speed/Vienna

The clean look of the entrance area is deceptive: Urban Speed is full of surprises that are just waiting to be discovered.

Let me entertain you! Sabina Perfetti and Emil Donkov have a very subjective idea of the type of fashion they want to present at Urban Speed.

Urban Speed/Vienna EXPECT THE UNEXPECTED

The creators of Urban speed are crazy about fashion and not scared of taking risks. Their risks pay off due to a store that is wonderfully special, idiosyncratic, and surprising.

What is this place? Is it a private separeé, a gallery, or maybe even a fashion store? Urban Speed raises questions. This first impression is quite deliberate. It prepares customers for the fact that Urban Speed is not a standard fashion boutique with a run-of-the-mill product range.

CURATED CHAOS If you think that shoes and bags spread out all over the floor, as well as clothes seemingly carelessly thrown over armchairs and tables, are a sign of chaos, then think again! Every alleged chaos is carefully curated as a surprise and inspiration. The product range needs to be explored and discovered. “We never asked ourselves what kind of concept we have,” says Emil Donkov, who created Urban Speed with his partner Sabina Perfetti. “We don’t have a concept. We just sell beautiful things.” Nothing is left to chance: neither the turquoise horses made of recycled cardboard, nor the inflatable penguins in the fitting rooms. Urban Speed strives to be a stage for objects, design, and fashion. For example, it’s a stage for cool womenswear with daring cuts by Ports 1961, high-end streetstyle by Kolor of Japan, and contemporary elegance by No 21. The womenswear is complemented by men’s fashion including knitwear by Roberto Collina, casualwear by Dondup, and hand-crafted red boots and suits with a twist by Paul Smith. Accessories, such as jewellery by Radà and synthetic crystal-ware by Mario Luca Giusti of Florence, complete the product range. “Everything shares a common energy,” Donkov points out. “No piece is as simple as it may seem upon first glance.”

AGAINST THE MAINSTREAM Urban Speed reflects a highly subjective view of fashion and is a clear statement against the mainstream. “This seems to provoke some people. We certainly aren’t to everyone’s taste,” Donkov muses. “Others, however, are really enthused. Like us, they enjoy trading ideas and trying on things they haven’t seen before.” Sabina Perfetti launched Urban Speed at the address “Werdertorgasse 15” twelve years ago. Back then, the store focused on sporty streetwear and jeans. Two years ago, the shop relocated to the more central “Palais Batthyany”, a listed building in “Herrengasse”. Since 2008, Perfetti and Donkov have been developing Urban Speed as a team. “We hardly ever agree during the order process. We argue constantly. That’s what we’re known for,” Donkov smiles. It’s probably this clash of minds that gives Urban Speed its momentum and spirit. “It’s not enough to merely provide clothing. There’s so much choice today,” he adds. “In contrast, people will always love surprises and fun. We may not be able to compete, but we can be better.”

Urban Speed

Herrengasse 19-22, Vienna/Austria www.urbanspeed.at Opening: October 2006 Owner: Sabina Perfetti Employees: 1 Sales area: 200 sqm Brands for women: among others 5Preview, Avant-Toi, Ahirain, Beyond, Borsalino, Cecilie Copenhagen, Dondup, Flower Mountain, Harris Wharf, Leather Crown, Kolor Japan, Marco Rambaldi, Maison Flaneur, Markus Lupfer, Mes Demoiselles, Mexicana, No 21, Paul Smith, Pierre Louis Mascia, Ports 1961, PE Nation, Roberto Collina, Rocco P., Sharon Wauchob, SJYP, Shrimps, Suzusan, Stand, Stella Pardo, Sold-out, Thomas/Victoria Brands for men: among others Albero Fasciani, Antonio Marras, Avant-Toi, Ahirain, Borsalino, Dondup, Flower Mountain, Harris Wharf, Hosio, Kolor Japan, Laneus, Limitato, Maison Flaneur, No 21, Paul Smith, Roberto Collina, Rocco P., Transit Accessories brands: among others Frame Chain, Eye-Petizer, Monies, Muun, Numero10, Orciani, Radà, Stee