Saturday, May 29, 2010

The Storm


Photographed By: Ellinor Forje

Rasmus Storm, is always researching and conceptualizing. He keeps his eyes on the street and his mind on the next step. That is how he keeps ahead of the game, in his game.

Rasmus and Line Storm, opened the clothing store Storm, in Copenhagen, 16 years ago. "Monocle" describes it as "Perfect Highstreet". It is one of the top rankings concept stores in the world. On a list where you'll also find; The Apple Stores and Colette in Paris. Storm, is an opinion leading store. Anyone seeking to launch their product, that is where they go.

Line and Rasmus are "Retail Créaturs", they only keep items in the stores that they like themselves. Rather than selling a product, they present you with an idea. It's then up for you to figure out who you are.

In the store, you'll find designs from Visvim, Kitsune, Thom Browne, Adam Kimmel, Ralph Lauren, Celine, Haider Ackermann, Ann Demeulemeester, to mention only a few. The clothing shop which started off as a lifestyle - accessory - clothing store for men, is now 50/50. Storm, has also found a middle-ground in unisex products.

"We have everything that goes to togther naturally. Photography inspires fashion and the other way around" said Rasmus. It's therefore not suprising that you'll find books on Helmut Newton alongside a photo exhibition and beauty products from Comme des Garçons, under the same roof. Rasmus also has a background in photography. It's therefore not surprising that Storm has the composition of a perfect still image: In one end of the store you'll see a mannequin dressed in a strict Upper East inspired outfit, with its positive transperancy on the opposite side of the room.

In all, The Storms are fashion forward people. And, unlike some other couples, they have no problem working alongside each other 24/7. At the end of the day, it is not the work they take home with them after a hard day of labour:
It's their passion.

1 comment:

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