Expressive Menswear

Casper Schandorff beweist mit Project 4 ein Gespür für Trends. 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.

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

The youthfully dynamic boutique run by Ines Schröcker proves that there is more to Salzburg than the Salzburg Festival and Mozart. With club sounds as an acoustic backdrop, Schroecker Fashion presents trendy brands and fashionable mavericks. “We stock some brands exclusively; among them are The Last Conspiracy and Defend Paris,” Schröcker says. The store was, for a while, the only one of its kind to stock the label of Brahim Zaibat, Madonna’s ex-boyfriend.

CREATIVE EXCHANGE In September 2017, Schröcker, who shelved her law studies to enter the fashion business, opened her second boutique. For

Schroecker Fashion/Salzburg Schroecker Fashion, which operates two boutiques in Salzburg, specialises in individual fashion from around the world. Text: Veronika Zangl. Photos: Schroecker Fashion GIRL POWER

her new project, she secured the cooperation of Evelyn Moser, a loyal customer and close friend. The fashion-savvy newcomer, who now manages the second branch, initially pursued a career in marketing and PR. While the first store is located in the Nonntal district, the second is located in the Old Town. Both stores cater for a broad, fashion-conscious target group. “At the end of the day, it’s a matter of type,” Schröcker muses. “If I’m into fashion, I know who I am and I can express myself.” After all, fashion is omnipresent today and the exterior contributes to first impressions. “My clothing style allows me to convey exactly who I am and where I stand. That’s precisely what I want to offer to my customers,” the owner emphasises. Customers are afforded an opportunity to fulfil their fashion potential. This can vary depending on the boutique location. “The city location attracts more walk-in customers and tourists,” Moser explains. “Many come in to look around and are not necessarily in shopping mode.” The situation in Nonntal is completely different: “This branch draws customers who come by car. They have time, enjoy a drink, and want to enjoy their visit,” Schröcker reveals. Nevertheless, the two locations benefit from each other. Some Old Town strollers discover Schroecker Fashion by passing the store in the city centre - and vice versa.

LOCAL STATEMENTS The modern interior design contributes to the fresh store concept of Schroecker Fashion. The basics are designed by Schröcker herself: bright walls alternate with dark accents. Images and other features are the work of Mair Graphix and Jürgen Norbert Fux. The works by the two artists lend the 70 square-metre store a local touch - whether in the form of a black garden gnome on a shelf or the “Mandal” and “Weibal” inscriptions on the curtains of the changing rooms for men and women respectively. Schröcker and Moser are firm believers in recognition value. And there it is again, this penchant for the extraordinary, which is a common theme in everything Schroecker Fashion does.

Ines Schröcker and Evelyn Moser are the driving force behind Schroecker Fashion.

Schroecker Fashion

Nonntaler Hauptstrasse 45, 5020 Salzburg/Austria, www.inesschroecker.com Opening: 2017 (Griesgasse), 2014 (Nonntaler Hauptstrasse) Owners: Ines Schroecker (Nonntaler Hauptstrasse & Griesgasse), Evelyn Moser (Griesgasse) Employees: 5 Sales area: 70 sqm and 30 sqm respectively Brands for men: Antony Morato, Defend Paris, ER Denim, Hannes Roether, Imperial, Manuel Marte, Rebello, The Last Conspiracy, Black Kaviar, Kultivate, Ten117, and others Brands for women: Arma, Gestuz, Grace, Hannes Roether, iHeart, One Tea Spoon, Stand, Rabens Saloner, Rebello, The Last Conspiracy, Leon & Harper, and others Accessories brands: CR7, Mala Alisha