Our Legacy opens a London store
With typical understatement, Swedish brand Our Legacy opened a store in London last week. Distinguished by a nifty neon sign, the store, located at the enigmatically named 1 Silver Place in Soho is evidence of the label’s particular success here in the UK. Since designing a range of T-shirts in 2005, co-founders Christopher Nying and Jockum Hallin have found a keen audience here for Our Legacy’s spare but elegant designs, the cut and their inventive use of fabrics finding harmony with a British sensibility in men’s fashion.
“We had been looking for a space here for a while; we wanted something magical and with character,” says Hallin of the new Soho store. “The UK has developed into a great market for us, especially in the past two years. We’ve thought a lot about that, and we’re not entirely sure why—it’s not like it’s been a conscious decision to focus on the U.K. I suppose there was just something that clicked between us,” he adds. Personally, I clicked with Our Legacy round about the time I fell in love with a blue blazer of theirs, in an incredible, nubby cotton fabric which remains one of my favourite pieces of all time.
Just as the clothes seem to dismiss unnecessary detail, leaving only that which genuinely pleases in place, the store design reflects the brand’s lightness of touch: “With the store, the goal was to get heavy things floating. We used simple materials to look more than they are, a bit like with the clothes. There’s an industrial feel to it. Lots of stainless steel, glass, and concrete, plus a resin-covered floor that makes it look like you’re standing on glass,” says Hallin.
With other menswear brands such as E.Tautz, A Child of the Jago and Nigel Cabourn all opening their own London stores literally within weeks (and streets) of one another, it feels like the next part of the menswear story involves a return to bricks and mortar and, equally, a move away from characterless department stores. I’m looking forward to checking out these new individual locations and reporting back on whether they have the sense of “hub” that London stores used to.