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The Blog

07 October 2015

Jacket Required Presents x The Voo Store



The Voo Store
Oranienstraße 24
Kreuzberg
10999
Berlin
Germany
 
    
 



The Grey City – it could be said that a nickname has the ability to define better than a name itself. But for Berlin, Germany’s capital – a magnet for music, media, politics, fashion and science – taking its moniker from an achromatic intermediate hue is in complete contrast to the city’s cultural colour and diverse history.

Away from the metropolis’ long-standing shopping areas sits the Kreuzberg district. Perhaps more commonly known for life after hours due to its thriving nightlife scene, since November 2010 a former locksmith’s shop has granted 300 square metres of space a second lease of life. A retail destination discreetly hidden in a courtyard, The Voo Store is a conceptual expansive concrete space offering a constantly changing collection of fashion, art, lifestyle goods and gadgets from all over the world. Carrying labels including Uniforms for the Dedicated, Surface to Air, Soulland, Wood Wood, Pendleton, Cheap Monday, Grenson and Sandqvist, the store also hosts exhibitions and concerts, while its in-house Companion Coffee Showroom serves speciality coffee, tea and baked goods.

Five years since its opening, Voo has established itself as one of Europe’s most stylish – a reflection not just of selected brands of the moment and well edited up-and-coming designers – but of a conscious lifestyle, as it presents products that hold the potential to be prized possessions. Much of that careful curation, direction and the store’s success is down to Buyer and Creative Director Herbert Hofmann. Having previously worked in fashion PR, at the Berlin branch of Agency V, Hofmann is responsible for determining everything that’s sold in the store – providing its customers with a laid-back atmosphere and approach to shopping – injecting his passion, awareness and appreciation for design into each individual who walks into its industrial store space. 

Let’s hear from the man himself, as Jacket Required presents Herbert Hofmann of The Voo Store.



“Voo Store opened almost five years ago in a backyard in Kreuzberg’s centre, far away from the usual shopping streets of Berlin. The idea was to add a place to Kreuzberg's diversity, where you can hang out, drink great coffee and see design from all over the world. We host many events and showcase items, books, magazines, furniture, bikes and whatever crosses our way that we like. Finding a name was indeed not easy and in the end it was Voo - simply because it was not associated with a meaning yet.”
 
“This year, we’re collaborating with Monokel Eyewear. I met the guys from Monokel a few seasons ago and fell in love with the brand immediately. Even though we already had several eyewear labels in store, I liked their approach and product a lot – so we decided to carry it. After successful seasons, and positive feedback from both customers and press, we decided to work together on a pair of shades which turned out incredibly great. Axel Wannberg created an amazing installation round the launch! We are proud and happy to work with creative people like him and the guys from Monokel!”





“I would say our customers’ style portrays a great mix of cultures, street wear, second hand and high-end collections. Berlin is all about being laid-back and you will see ladies in sneakers in the most fancy restaurants and clubs. Berliners buy a great piece now and then, but won't shop for the whole outfits they've seen in a magazine – I like that a lot. They are very educated when it comes to style and fashion.”

“Born in the Alps, being outside a lot and later on studying geography made me like functional clothes. I love materials that are durable and styles that are timeless – I think that preference grew even stronger while working in fashion. From season to season I learn more about fabrics and cuts and appreciate quality over quantity even more. My everyday style in the office doesn't change fast – Great-cut jeans, thick white T-shirts and some comfortable sneakers have worked best for several years.”

“Can contemporary and classic style mix? That's the best way of doing it. You have a basic selection of well-made pieces for everyday life and add some more exciting styles now and then. My wardrobe, I guess, is a mix of APC jeans and Acne pants, white and navy T-shirts from a German manufacturer and special knitwear from Raf Simons and Marni. In the future I might need a bigger apartment for my sneaker selection, which needs the most space.”




 
 
Jacket Required
Autumn/Winter 2016 Collections
Wednesday 3 & Thursday 4 February 2016

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