Surface To Air (Paris, France)

Anyone who's spent a bit of time in Paris, keeps up with every 'it' fashion brand or is an avid follower of Garance Doré's blog, might already be very familiar with this label. I, like many, first stumbled upon it when I sighted the hugely popular buckle wedges one day and suddenly Surface To Air seemed to be everywhere: on Jessica Alba's feet, in some of the coolest fashion magazines and even as a collaboration with Kings of Leon (who designed a few menswear pieces for the label last year).

FW10 lookbook (images: Surface To Air).

SS11 lookbook (images: Surface To Air).

Style wise, Surface To Air (or S2A) can be described as a cross between Acne and Alexander Wang offering casual luxe pieces with an edge - and an eye for detail that goes beyond simple basics. Like Acne, Surface To Air isn't just a fashion label, but also consists of a creative direction/consultancy studio (clients include Louis Vuitton and Sony) as well as a film division that covers everything from music videos to TV commercials. Founded in 2000, the company started out as a group of friends who merely wanted to work on projects they liked - most of these involved fashion, photography, music, art or films. In a shop and gallery near the Louvre, they would exhibit and publish works from the likes of Banksy or Feist. These days though, the easiest way to appreciate their work is to take a leisurely browse in their Marais store, which is just one of two flagships in the world (the other can be found in Brazil).

Slouchy bags in the shop window (left) and a few floaty pieces on the first rack (right).

A quick look at the gallery area (left) along with some of the work exhibited (right).

Once you step into the boutique, it's a little hard to ignore the 'artsy' side of S2A. When I last visited, a small area near the entrance had been transformed into a gallery space, showcasing various graphic prints and an engraved axe to name a few. Chances are, you'll be more interested in the clothing and accessories. The brand is also hugely popular among the gents, so don't be surprised if you find more hip guys than girls perusing the collections. And because S2A has just recently launched a line for boys, I'll be expecting cool toddlers to be browsing the shop next.

Overview of the front part of the store (top), a few belts and the bead curtain of the changing room (bottom).

Wall art near the shoe section (left) and a first look at the tempting shoe area (right).

Oh, so many shoes! The iconic buckle wedges in various colors (left), and a few close-ups of the boots (right).

Yet it's still the ladies who get some of the best stuff, including beautiful cape coats, edgy leather dresses, flattering jeans and leopard-print cardigans. The store layout follows the gallery vision ingrained in S2A's philosophy. You'll never find more than a handful of clothes occupying a rack... and these can only be found along the walls, while the center is either reserved for benches, display tables or other decor. While the front area had many of the seasonal looks for women, most shoppers will undoubtedly end up gravitating towards the shoe section in the middle, where the famous buckle wedges (in various colors - this season's 'it' style features floral prints), boots and current season sandals are lined up neatly.

The second half of the store (top), where I found more lovely dresses and coats (bottom).

Clothes as wall art (left) and the illuminated pyramid.

Passing the snazzy changing room (adorned with the S2A logo), you'll find more in the back, including menswear and additional goodies for the ladies. Key looks were arranged along the wall, with garments showcased like works of art, while miniature TV screens underneath showed pictures from the lookbook or runway. Though the first part of the store might give a more rustic vibe with its wooden floors, the cool marble in this area definitely has more of a gallery feel. And the coolest prop? Probably the black pyramid in the center, which mirrors the company's logo, but most likely also pays homage to their first location near the Louvre.

The second part of the store as seen from the back (top). The modern shelves filled with cute kiddies' clothes (bottom).

Men's shoes in the middle of the room and yet more clothes on minimal racks (right).

If you like cool feminine looks (some draped and slouchy, others tight and fitted) or if you're a shoe fanatic, this is the ultimate place to be. Despite its popularity, the label's styles aren't as ubiquitous as even some of the more expensive designer brands. Pricing is in the mid-range and global stockists include Saks (in the US) and Browns (in the UK). But if you don't feel like fighting the models, fashion editors and creative types for that last boot wedge or drape cardigan, I suggest you head to their well-stocked online store instead.

A small selection of this season's shoes - and one really nice bag (images: Surface To Air).

Address: 108 rue Vieille du Temple, 75003 Paris
Opening Hrs: Mon-Sat: 11:30-19:30, Sun: 13:30-19:30
Surface To Air Homepage & Online-Shop