The Storm

Photographed By: Ellinor Forje

Rasmus Storm is constantly researching and conceptualizing. He keeps his eyes on the street and his mind on the next move. That is how he stays 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 high street.” It is consistently ranked among the world’s leading concept stores, on lists that also include Apple Stores and Colette in Paris. Storm is an opinion leading destination, anyone looking to launch a product knows it is the place to go.

Line and Rasmus consider themselves “retail creatures.” They only stock items they genuinely like themselves. Rather than simply selling products, they present ideas, inviting customers to decide for themselves who they want to be.

Inside the store, you will find designs from Visvim, Kitsuné, Thom Browne, Adam Kimmel, Ralph Lauren, Celine, Haider Ackermann, and Ann Demeulemeester, to name only a few. What began as a menswear focused lifestyle and accessory store has evolved into a 50/50 unisex space, also finding a strong balance in gender neutral offerings.

“We have everything that goes together naturally. Photography inspires fashion and vice versa,” says Rasmus. It is therefore no surprise that books on Helmut Newton sit alongside photo exhibitions and beauty products from Comme des Garçons under the same roof. With Rasmus’s background in photography, the store itself takes on the composition of a carefully framed still image, at one end, a mannequin dressed in a strict Upper East Side inspired outfit, at the other, its visual counterpoint across the space.

In all, the Storms are forward thinking figures in fashion. And unlike many couples, they have no difficulty working side by side around the clock. At the end of the day, they do not take the work home, it never leaves them to begin with.