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

Whyred (Stockholm, Sweden)

A resurgence in good weather here in Paris has not only kept me away from this blog once again (sorry!), but also far away from any stores, which is why I'm posting an oldie but goodie from Stockholm. Not only that, but as I'm currently in complete denial that the summer is almost over, I'd prefer to revisit all the SS10 pieces I came across in Sweden, rather than browse the current FW10 offerings. Ok, I lie - I have been looking at coats, but a sunny climate does wonders in preventing me from trying anything on.

SS10 lookbook (images: Whyred).

Anyhow, Whyred was one of those ultra cool Swedish brands everyone had been telling me to check out long before I visited Stockholm last May. I had previously seen a few of their items in various stores, such as Urban Outfitters, but was curious to visit a main flagship. As such, I was thrilled when I came across their newest and biggest boutique in the heart of the Swedish capital. Founded in 1999 by Roland Hjort, Lena Patriksson Keller and Jonas Clason, the company initially released menswear and added a women's collection a year later. Aside from wanting to create sophisticated urban clothing that was both modern and timeless, the label is also heavily influenced by the art and music world as seen in the 'Art Project' collaborations, which have included everything from short films to special edition handbags.

Overview of the front of the boutique, which includes a display case and comfortable furniture (top image: Whyred).

Although I ended up visiting another Whyred store a day later, this newest flagship is where it's at. Large and airy, it manages to embody the perfect balance of modernity and timeless elegance. Some of the key looks can be found in a large display case towards the front, while the rest of the boutique is characterized by sleek wooden floors, plush sofas, flower arrangements, chrome tables and minimalist white shelves.

The beautiful cash desk near the entrance (right image: Whyred).

The women's wear section, complete with a couch for potential bored male partners.

The clothing is kept simple - everything from luxe basics such as tank tops and cardigans to supple leather jackets and silk dresses can be found here. Nothing was overly trendy, which makes the pieces perfect staple items. In more recent years Whyred has added an accessories and footwear line, most of which can be found on large wooden block tables in the center of the store. My favorites were the boot wedges and the platform pumps, while the flat woven clutches would add the perfect chic touch to any outfit.

Knitwear, t-shirts and of course... the shoes.

Another view of the women's collection. Most items were conveniently arranged by color.

If you have a thing for menswear clothing like I do, I'd definitely also recommend taking a look at this section which could be found towards the back of the store. Lots of tailored jackets and shirts with a perfect mix of casual trousers and tees dominated this area, and as with the women's range, there was a wide variety of accessories available ranging from leather briefcases to sturdy boots.

A glimpse of the menswear department.

More cool (women's) stuff in the middle of the store, including the flat leather clutch (above) and the suede purple jacket (bottom right).

While the pricing is similar to that of other premium labels, my only gripe is that some of the clothing was either made in China or contained a lot of synthetics which (at least in my opinion) didn't necessarily justify a higher price tag, so I'd just read labels carefully when shopping. Having said that, the decor of the store alone was worth the trip and I probably could have spent the whole afternoon there if I could have found a way to convince the husband this was a tourist attraction. The airy ambiance however did give you the feeling you were almost shopping outdoors, so don't feel guilty about spending more time here on a sunny day.

Overview of the menswear section (above) and the rest of the boutique as seen from the back (top and lower right image: Whyred).

If you're not going to Stockholm anytime soon, Whyred is easily available online via their webstore or from other retailers such as the aforementioned Urban Outfitters or Revolve Clothing.

FW10 lookbook (top) and runway shots (images: Whyred).

Address: Mäster Samuelsgatan 3, 111 44 Stockholm
Opening Hrs: Mon-Fri: 10:00-19:00, Sat: 10:00-17:00, Sun: 12:00-16:00
Whyred Homepage & Online Shop

Odd Molly (Stockholm, Sweden)

Of course I'm no longer in Sweden, but I still have so many great shopping destinations to catch up on, I hope no one minds if I showcase yet another Scandinavian brand. Odd Molly was one that I was already familiar with, mainly because the cute charming clothes, usually featuring quirky prints and beautiful embroidery, had already caught my attention back in the days when I was still a student perusing a boutique stocked with Nordic fashion. Unfortunately the prices didn't agree with my meager budget, so I had to resort to mere browsing. Years later, I had almost forgotten about the label until a friend reminded me to check out their flagship in Stockholm. Which is exactly what I did.

SS10 campaign featuring Helena Christensen (images: Odd Molly).

FW10 campaign shot by Helena Christensen featuring Daisy Lowe (images: Odd Molly).

Those unfamiliar with Odd Molly will most likely find the brand name... well, odd. And that's the whole point. Founded by Karin Jimfelt-Ghatan and Per Holknekt in 2002, the idea behind the label wasn't just to create great looking clothes, but to make women feel great as well. 'Molly' being the symbolic name for a woman who doesn't really care what others think and rarely dresses to impress anyone but herself. The result is a clothing line that doesn't rely on trends or whatever the season's runway looks dictate, but instead gives women timeless beautiful clothes that are so charming and girly even the biggest tomboy will have a hard time ignoring some of the well-made pieces. And with Helena Christensen as the company's loyal spokesperson, it's not difficult to see why Odd Molly has quickly become a favorite brand for many - one that is now stocked in over 1500 retail locations and also boasts a skincare line in addition to a range of sunglasses.

Overview of the beautiful boutique from the ground floor (top image: Odd Molly).

The stunning gilded closets (left) and various racks on the walls showcased the many pieces.

Knowing how colorful and cheerful the clothes were, I had a feeling the flagship would be special, but nevertheless I was still surprised by how overly adorable it turned out to be. The storefront alone was worth checking out, with its bright pink exterior and random handwritten musings scrawled along the windows and walls. More of that could be found indoors, but chances are, you'll be distracted by the beautiful combination of concrete, gold and wood that greets you once you enter the boutique. Delightful details such as the crystal chandeliers, vintage mirrors, old-fashioned lamps, retro wallpaper or the pink velvet seats make the entire shopping experience so much more pleasant. And as such, you'll feel like you're actually browsing someone's living room, rather than just another clothing store.

The cash desk (left) and cute trinkets such as purses and cushions (top right), as well as sunglasses (lower right).

White dresses and blouses in a corner... and more accessories.

Not that the decor will keep you from looking at the clothes. As with most Odd Molly collections, the SS10 'Power of a Lover' range is vibrant, feminine and in this case seems to embody a 40s dance hall meets beach holiday theme. Chiffon silk, brocade, crochet, embellishments, lace or whatever else you fancy... it's highly likely you'll find the perfect piece for your wardrobe here. Though some of the stuff was a little too hippy or girly for my taste, I did fall for the simpler silk dresses and shorts or the floaty tunics. Thin camisole tanks or thicker cardigans made perfect basics and if you're looking to accessorize, there are some lovely belts or purses to choose from as well.

Overview of the corner niche (left image: Odd Molly) and more summery dresses.

Loved the vintage mirrors and lamps (right image: Odd Molly). Other goodies included crochet pieces and skincare items.

The ground floor was my favorite area, mainly because of the gilded wardrobes in the main section and the heavy oak furniture, complete with old bookshelves and a unique gift wrapping wall. But head one floor down and you'll find even more tempting items to choose from, including a large range of denim pieces, tracksuits, cozy jumpers and even a few suede booties. As for the quotes that could be found near the storefront, more of them were scattered on walls in the basement and the stairwell leading down to it.

One floor down... the basement area.

More quaint decor items such as the garden chair and Moroccan mirror (right). Scribbles and campaign photos could be found on various walls (left).

Even if you're not into the ultra girly charm that Odd Molly offers, I dare you not to fall in love with the boutique itself. Though once you're inside, you'll probably find it hard to resist at least picking up a few clothes to try on. Thankfully the Stockholm boutique isn't the only one out there. The company has just launched it's first U.S. store in LA and for more 'odd' goodness, many items can easily be found online via retailers such as Yoox or Bohemia.

Helena Christensen opening (right) and closing (left) the SS10 runway show (images: Odd Molly).

Other looks from the SS10 runway (images: Odd Molly).

Address: Humlegårdsgatan 13, 114 46 Stockholm
Opening Hrs: Mon-Fri: 10:00-18:30, Sat: 10:00-16:30
Odd Molly Homepage

Fifth Avenue Shoe Repair (Stockholm, Sweden)

When I lived in Germany, I used to frequent an area that specialized in Swedish fashion - and no, I don't mean H&M. These boutiques stocked the sleekest most avant-garde clothes you could imagine, so for the longest time, I was convinced that everyone in Sweden ran around looking really edgy and artistic. Of course as with most countries, the spectrum of looks you end up finding there is far broader. I sighted everything from tacky 80s nylon to sophisticated business attire. Imagine my delight when I finally visited Fifth Avenue Shoe Repair, a label I knew only from the limited collections stocked in select high-end department stores, and found entire racks of cool clothes that embodied everything Swedish design should represent.

SS10 runway looks (images: Copenhagen Fashion Week).

FW10 lookbook (images: Fifth Avenue Shoe Repair).

Founded in 2004 by Astrid Olsson and Lee Cotter, the label initially only released knitwear and jersey pieces for women. The brand name is inspired by an old family-run shoemakers shop in London which passes on its knowledge of craftsmanship with each generation. As such, Fifth Avenue Shoe Repair follows much of the same values in being a "dedication to traditional tailoring, pattern making and the old ways of the trade." According to the missions statement the priority lies in their love of quality and details - something that is immediately evident once you view the lookbook filled with clothes ranging from quirky and feminine to minimalist and androgynous.

Overview of the ground floor.

Cute and colorful floral Liberty prints.

These days the brand can be found worldwide and the collections now also include menswear. For the best range though, nothing beats heading to one of the flagships in the heart of Stockholm. While I visited the first ever boutique (in the hip 'Sofo' area) as well, I decided to review the larger concept store instead, which only opened a year ago. Housed in an old building, the interiors are of course anything but ancient. Stark white walls contrasted with the clothes perfectly, while the black architectural shelves featured accessories and footwear.

More from the ground floor. Gotta love those architectural racks and shelves.

One floor down... more florals and nude shades.

The ground floor while small gives a good indication of what the rest of the collection holds. A current selection of Liberty printed pieces, including suitcases and accessories might be a little too matchy with the floral dresses but stood out perfectly amongst the black blazers and trousers. I fell in love with a cool looking trench and marveled at the impeccably tailored suits and deconstructed coats. Although black and white dominated most of the looks, touches of color such as bright yellows or reds could be found in between. The general aesthetic reminded me strongly of Japanese designs, most notably Comme des Garçons / Junya Watanabe, with a charming Nordic touch thrown in.

The jeans area (left) and the minimalist changing rooms (featuring some random guy).

So much to choose from. More goodies included LBDs and suede wedges.

Much like the ground floor, the decor on the lower level is relatively spartan and simple, which allows the clothes to do all the talking. I found a great range of nude colored dresses and jackets, along with black parachute skirts and a number of draped knitwear. If this seems a little too basic or dark (though the beauty lies in details such as the unique hemming or shape), there were more Liberty printed floral gowns to choose from. Entire shelves of jeans were displayed towards the back and the cute wedges, hats and purses scattered throughout the sales area provided a nice distraction.

Overview of the lower level from the back. The parachute skirts were quite popular as were the classic knits (right).

With pricing falling somewhere between high street and designer, you will definitely get your money's worth, considering the high-end materials and sharp tailoring. And for the ultimate, there's always their "Shoe Repair by the No." line, a very experimental couture collection only available on special order, which showcases the more dramatic theatrical looks. Though Fifth Avenue Shoe Repair can be found in retail spaces around the world, ranging from Barneys to Selfridges and even outlets like Yoox, the easiest way to get your hands on some of the lovely pieces is via the official online store, so take a look if you want to treat yourself to something that's both cool and long-lasting.

The very cool "Shoe Repair by the No." line featuring handmade couture designs (images: Fifth Avenue Shoe Repair).

Address: Mäster Samuelsgatan 2, 111 44 Stockholm
Opening Hrs: Mon-Fri: 11:00-19:00, Sat: 11:00-17:00
Fifth Avenue Shoe Repair Homepage & Online Shop

Weekday (Stockholm, Sweden)

Stockholm isn't necessarily the cheapest place to spend a few days in, but luckily there are some affordable options when it comes to fashion. While the most obvious choice is H&M, which in most places is already beyond ubiquitous and in Stockholm pretty much reaches the level of overkill, there were thankfully more unique alternatives to choose from. Before departing for Sweden, I was advised that Weekday was a must-see in terms of high street shopping. Supposedly the epitome of Swedish style, it's also the company that owns Cheap Monday and as such, an indication that you're dealing with cool clothes at a lower price point.

A selection from the SS10 lookbook (images: Weekday).

Like most retail chains, Weekday started out as a single tiny store - in the remote area of Stockholm's Lilla Essingen - and at the time was branded 'Weekend' since the store wasn't open otherwise. Aside from a small range of skinny jeans, a style which at the time proved to be far less popular, they also specialized in some of the best and most selective vintage gear. The first centrally located store in Stockholm was opened in 2002 followed by a dozen more in the next years including shops in Germany and Denmark. In addition to Cheap Monday and their vintage selection, the brand's more popular collections include the in-house range MTWTFSS (each letter representing a day of the week), a collaboration line that boasts designs from local talents such as Peter Jensen or Minimarket, and finally 'Store Made', which consists of limited edition screen-printed garments handmade by the store's staff.

The MTWTFSS range on the ground floor.

Looks include skinny jeans and an abundance of fringed items (right).

I chose to visit the biggest Weekday retailer in the heart of Stockholm, since I wanted to see as much as possible. The three storey store might seem a little overwhelming from the outside, but I found it surprisingly easy to navigate and unlike its other high street peers, the interiors were well thought out and far from bland. Each floor seemed to have a theme, starting with the ground floor which was bathed in yellow and featured the current season's MTWTFSS range. I was most impressed by the fact that the retail area was kept spacious. While some of the clothes were clustered on racks towards the side and back, many of the other items were laid out in the open, making browsing really easy.

The shoes proved to be the most popular items (left) though tees and basics were cute as well (right).

The Cheap Monday selection on the first floor.

MTWTFSS had some of my favorite looks involving skinny cut trousers, cut-out details, egg-shaped coats and dresses and fringed tops... all of which had a certain cool vibe to them. There was a lot of lace, sequins and other pieces that had a distinctly 80s feel, though if you pick and choose, you can emerge with a multitude of different looks. The shoes appeared to be the biggest hit - every girl in the store seemed to have grabbed a pair of the funky wedges or lace-up flats. There were a large amount of jeans and plain tees on display if basics are preferred, but of course any jeans aficionado will most likely head to the first floor.

Not just jeans... though denim dominated the floor space.

The very 80s inspired looks included lots of bleached and tie-dye items with a few holey sweaters thrown in.

Cheap Monday is an independent brand, available in over 20 countries, yet it was still impressive to see so many of the label's jeans laid out in plain sight. Aside from jeans, there were racks of clothes, which were almost over-the-top 80s. I sighted a ton of tie-dye and bleached items, way too much shredded gear and a lot of white denim. Towards a corner, the 'Store Made' section featured a range of screen print tops, while a member of staff was busy printing away shirts and cotton bags.

The 'Store Made' area where staff is usually hard at work printing tees and bags.

The vintage area on the third floor. Lots of clothes and even more accessories...

Last but not least, I checked out the vintage section on the third floor, which included a massive range of second-hand pieces spanning every category. With clothing hanging from blue metal bars, this was probably one of the more cluttered areas, though definitely not as bad as some of the vintage places I've visited before. Browsing was still easy enough and smaller items were packed on tables and in large trunks. Aside from regular consignment goods, reworked vintage items were for sale as well, and a workroom area in the back, complete with industrial washing machines, sewing machines and screen print designs, implied that much of the revamping is done in store.

The working area in the background which featured washing and sewing machines used to rework the vintage gear.

Reworked vintage on display...

As with all high street stores, some of the stuff may be a bit cheap, though I found plenty of pieces that were of good enough quality. Refreshingly enough, even the basics had interesting elements, whether it was a boldly stitched hem or an asymmetric design, so most things you'll get here will be a lot more unique than what the rest of the chain stores out there offer. Definitely a great place to pick out a few souvenirs (I know I did) and here's crossing my fingers that aside from Cheap Monday, Weekday's other brands will make it to the rest of the world in the very near future.

More from the SS10 lookbook (images: Weekday).

Address: Drottninggatan 23, 111 21 Stockholm
Opening Hrs: Mon-Fri: 10:00-19:00, Sat: 10:00-18:00, Sun: 10:00-17:00
Weekday Homepage