I’m Not a Yes-Woman” Homegirl Store/Munich

26-year-old Medo Diet focuses Homegirl on what she loves: casual styles, hip-hop, art, and a relaxed atmosphere that leaves sufficient room for creativity.

“I was surprised by how open-minded and accommodating even larger brands such as Mads Norgaard were during the first order,” says Medo Diet. She found most of her brand set-up for the Homegirl launch at the end of October 2018 at the trade shows Premium, Bright, and Seek in Berlin. Laughing, she admits: “I based my orders on sympathies.” Everyone who is familiar with the 26-year-old, however, knows that she always backs up her gut feeling with well-founded know-how. Medo Diet previously worked for various international streetwear brands; she was, among other duties, responsible for production monitoring. “How brands produce is important to me. I have no interest whatsoever in selling fashion that has been produced in horrific conditions. I don’t see myself in the ‘Fair Trade’ corner though. Maximum prices ranging from 250 to 300 Euros simply cannot be reconciled with this segment. My production experience has, however, taught me exactly

Homegirl Store/Munich “I’M NOT A YES-WOMAN”

A message with rarity value: the Glockenbach district has welcomed a young, progressive fashion store. Homegirl not only has close ties to the local music and event scene due to its owner Medo Diet, but is also a platform for creative ideas, displays an extraordinary brand and style mix, and offers a relax zone for chats with like-minded people. In short: this is not a WE vs YOU kind of store.

where to look. That’s the reason why I decided to open my own store. E-commerce per se is not as ‘fair’ as it is often portrayed. Customers quickly lose a sense for the product and its price.”

THE CONCEPT: FLEXIBLE AND VERSATILE Medo Diet’s service approach is unconditionally honest. “Anyone who asks for my opinion, can expect an honest answer.” Her aim is to ensure that every customer feels at home and well-advised in her store. Accordingly, the product range is very versatile. Scandinavian business chic is combined with fashionable street styles and clean casual looks, thus appealing to a broad spectrum of customers ranging from an edgy It-Girl to a working mother. Alongside collections such as Nümph, Yaya, Mads Norgaard, and Lemon Jelly, Medo Diet also stocks smaller local brands which - in her own words - “may not fill the store, but are something special.” The furnishings in the entrance area of the narrowly tapering store in “Reichenbachstrasse” is sufficiently flexible to change its appearance at will. The 3.80-metre walls offer enough room for events such as exhibitions or vernissages involving local artists. Medo Diet is keen to establish close ties between Homegirl and the local community, which she perceives as her core target group, via Instagram and the store’s website. In addition, she collaborates with stylists, press agencies, carefully selected bloggers, and online platforms such as Findeling and AirBnB. In her own way, she has managed to develop a very unique recipe for blending her passion for hip-hop, streetwear, street art,

and fashion into a grounded and authentic experience. Medo Diet says: “Shopping is the most beautiful thing in the world.” Homegirl invites you to do just that…

Less is more: Homegirl Medo Diet is no fan of visual excess. She reduces her product range to the essential: excellent products.

Homegirl Store

Reichenbachstrasse 30, Munich/Germany www.homegrl.de Opening: October 2018 Owner: Medo Diet Employees: 1 Sales area: 42 sqm Brands for women: Akjaerbede, Apres Ski, Heaters, Le Bonnet, Lemon Jelly, Mads Norgaard, Majune, Native Youth, Nümph, Shanghai Tofu, Tango, Yaya