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now has the benefit of organising photo shoots for his online shop and social media accounts in a highly efficient manner. After all, the best style items are literally a few steps away. SMALL-SCALE FLEXIBILITY Launching his own store is the fulfilment of a dream. Goncalves managed to convince Walter van Beirendonk, as well as Vivienne Westwood, to collaborate. He describes his product range, which is mostly influenced by smaller European and Japanese designers, as “expressive menswear”. In terms of transforming an online shop into a stationary store, this proved to be yet another smart decision. “When I ordered six months in advance, I thought I was going to do a small pop-up in Soho, not a permanent store”, Goncalves recalls. “In this regard, working with independent designers has been amazing.” He has a direct link with such designers, meaning that he can ask for replenishment as soon
as an item runs low. “It’s almost like fast fashion: I need this or that - and three weeks later it’s in the store.” Conversely, Goncalves is willing to fulfil unusual wishes for designers. Julian Zigerli wanted to hire the Go Go Boys for a presentation - no problem! Conveniently, Goncalves’ career included a little detour through the film and music industry, as well as New York’s nightlife.
The frustrations of online shopping inspired Kelvin Goncalves to develop his Elkel concept.
Casper Schandorff beweist mit Project 4 ein Gespür für Trends.
Elkel 48 Hester St, New York, NY 10002, www.elkel.nyc Owner: Kelvin Goncalves Opening: March 2017 Employees: 2 Sales area: approx. 26 sqm (280 sqf) Brands for men: Andrea Crews, Bleach Project, Christian Dada, Diego Favaro, Dusty, Elkel X Diego Montoya, Julian Zigerli, Klar, Krizia Robustella, KTZ, Nicola Indelicato, Mltv, Pieter, Walter van Beirendonk, Vivienne Westwood, Wrkdept Accessories brands: Andrea Crews, Dusty, Diego Favaro, Julian Zigerli, KTZ, Krizia Robustella, Lzzr, Pieter, Walter van Beirendonk, Vivienne Westwood style in progress 218
