Monki (Stockholm, Sweden)

Since we're approaching a season of dark skies and cold weather (unless you're lucky enough to live in the Southern Hemisphere), I've done a little digging in my photo folder and realized I have yet to share this wonderful gem I came across during my trip to Stockholm a few months ago. While Monki may be a household name in its home country of Sweden, it's still relatively unknown around the world, though this may change soon since H&M has acquired the company along with previously reviewed Weekday/Cheap Monday. Aimed primarily at teenage girls, this label may not be everyone's cup of tea, but if you're wanting to experience a retail and brand concept that's a a little different, Monki can't be missed.

Selection from the Summer (above) and August (below) lookbook (images: Monki).

I'm not even going to attempt to describe the concept behind the label in my own words. Instead, I've stolen the following quote (from design company Electric Dreams, who's responsible for the store interiors): "The Monki World is a story about a parallel universe inhabited by little black creatures with dual personas, born in the derelict City of Oil and Steel. Monkis are cute and friendly, but also evil and deceptive. Their world is made up of places as surprising and ambiguous as themselves; part magical and part ghastly; stunning beauty alongside revolting ugliness. The Monki saga is plucked from the Peacock Fields, fished from the Everlasting, and woven along the shores of the Rosehip River. Their story is a wild hotchpotch of wondrous adventures among leeches, butterfly choirs, turbine flowers, bow trees and mysterious chemicals. Nothing is impossible in the Monki World!"

Overview of the empty store (above) and a few Monkis I found during my visit (top image: Electric Dreams).

The entrance area of the store, filled with bright green shelves representing foliage.

Some of the above may start making sense once you realize that the boutiques actually do sell these Monkis - little plush creatures with round faces, bird feet and small wings. They can also be found on prints, stationary, shopping bags and the store exterior to name a few - thus creating a little Monki World. The fantasy theme is extended to the lookbooks, which usually feature models with unusual hair and make-up. There are several boutique concepts ranging from the 'City of Oil and Steel' to the 'Sea of Scallops'. The first and most common 'world' however is the 'Forgotten Forest' which is what I happened to stumble upon during a jaunt through Stockholm's hip Södermalm.

The 'mushroom' shelves filled with scarves, belts and shoes.

Shoes on display, along with colorful pieces in shelves and clothing hung throughout the space (top image: Electric Dreams).

The stores themselves may not look as crazy as the whole Monki idea sounds, but they are unique enough to warrant a browse. Even though anyone over the age of 16 may initially feel a little lost among the hip youthful clothing gear, the looks - inspired by Japanese and European street style - aren't overly trendy. As the lookbook images depict, a lot of the knits, tops and dresses are actually fairly basic yet feature unique details, whether it's an asymmetric hem or bold print, making almost everything very wearable. The idea behind the majority of the collection is that various items can be combined to form cool layered outfits. And because (like it's mother brand H&M) the pricing is very reasonable, there's nothing that will stop you from grabbing an armload of clothes to create several stylish looks.

Some of the footwear I found included the zipper ankle boot and the laced wedges.

No, you're not on an acid trip - the store really is this colorful. More clothing crammed into every corner and another Monki sighting (top image: Electric Dreams).

The 'Forgotten Forest' I visited seemed to consist of a floral carpet, various wooden alcoves and neon green shelves which displayed a number of random items ranging from pens and sunglasses to canvas shoes and straw hats. The changing rooms had the effect of stepping into hollow oak, while clothes hung from glowing tree branches, with accessories placed on chrome -plated mushrooms. The clothing was categorized by color, which was a great thing as I wasn't about to browse hot pink and headed towards the grays and blues instead. The shoes were probably one of the most popular items - these included zippered ankle boots, chunky wedges and brightly patterned brogues. Even though the target group may be a lot younger, I was relieved to see plenty of other non-teenagers among the shoppers, so don't let the youth vibe deter you from visiting one of the stores.

The changing rooms as seen from outside (above) and inside (left). Another interesting display featuring lace-up shoes (right. Top and left image: Electric Dreams).

Eager shoppers - not all of them aged 13 (left), a few cool shades and a selection of underwear hanging from the 'turbine flowers' (right).

Needless to say, for the cheap pricing you'll find a lot of poly-blend material and pieces that may not last forever, but I was pleasantly surprised by the vast selection and abundance of styles. Monki has been expanding steadily, opening boutiques in the Netherlands, Germany and even more recently Hong Kong, so hopefully their colorful dream worlds will soon hit an area near you. Until then, you can always visit the virtual magical Monki World online if you want to escape the dreary Fall weather.

More styles from the September (above) and October (below) lookbooks (images: Monki).

Address: Götgatan 19, 118 46 Stockholm
Opening Hrs: Mon-Fri: 11:00-20:00, Sat: 11:00-18:00, Sun: 12:00-17:00
Monki Homepage