If you were to start an online store, what would you sell? How about a pair of beautiful leather white-on-white sneakers for $245 (available only in the designer’s shoe size of 44), American Optical plastic and metal framed eyeglasses for $164 and a bottle of Pledge furniture wax? That is exactly what the Sweden based designer Erik Schedin has just launched, and somehow, strangely, it works for me. The 29-year-old designer told me that in the coming months he plans to add a baseball cap, a canvas bag and “some other stuff.” Judging from Mr. Schedin’s classically designed footwear, the canvas bag should prove to be terrific and go perfectly with a nice can of Comet.
Man, those glasses are fabulously severe–they’re like Jasper Johns’ The Critic Sees come to life.
wow. that is so cool. love this.
(i know, a totally boring comment)
It’s as if Walter Gropius designed clothes and had a computer. I can’t even say for sure why, but I feel like this is the most bad-ass website I’ve ever seen, or will see for quite some time.
…maybe I just don’t get it.
That makes two of us. Is it a grocery store or the gap?
I thought the Pledge spray was meant to be something like what Restoration Hardware used to do (or still does–haven’t been there in ages): if I remember correctly, their store would have odd and prosaic products sprinkled among the more ritzy wares, giving them an almost kitschy charm. Or maybe it’s intended as nothing more than a humorous non sequitir. I dunno.
Another wrinkle: the bottle seems to be, um, “vintage,” as the SC Johnson Sweden website shows a markedly different design.
These minimalist stores start out like this, but once a “buzz” has been generated they quickly start adding all sorts of other products for sale, many of which don’t match the original theme. There’s money to be made!
It’s a branding exercise, and a damn good one at that.
i like this.
love the specs.
this is ridiculous. go outside.