How Did This Antwerp Street Menswear Store Become The Favorite Of Raf Simons?

VIER Antwerp (Chinese meaning "Antwerp four") is located in fourth blocks of Antwerp. It is a small shop with only 30 square meters.

。

In an interview at the beginning of last month, Raf Simons, the creative director of Calvin Klein, said that she had to take a sweater with Vier for her long flight.

Antwerp is in.

A place that can not be ignored in cultural history.

Raf Simons and Martin Marginal are all read the books here, and the famous "Antwerp six gentlemen" are also named.

Even the first Newsweek in the world was printed here, in 1605.

The fourth block in Antwerp may be a condensed version of the city's fashion culture.

On the official website of VIER Antwerp, he described it as "notorious, originally a vibrant medieval corner, and now a pilgrimage to fashionable diseases."

There are all kinds of street brands. There are also high-end brands such as Dries Van Noten.

。

Raf Simons's single item mentioned in WSJ interview

When the shop opened in 2010, two shopkeepers, Bob Follens and Giancarlo Angeletti, wanted to make it a place for everyone to visit.

"You will either walk into a sports shoe or skateboard franchise, worry about being laughed at, not understand street culture, or be a high-end designer brand shop."

Follens said.

"The space we want to create is relaxed, allowing people to relax and buy things."

The 30 square meter store sold 38 brands together.

There are famous street brands such as St ssy, Thrasher, Powell Peralta and Fuct SSDD, and also have high-end brand designers such as Raf Simons, Gosha Rubchinskiy, and Simons.

There are 22 kinds of single products, such as hoodies, shoes, belts, hats, socks, glasses, magazines, cosmetics, aromatherapy, leather ornaments, blankets and other strange things.

Another reason for mashup sales is that it hopes to attract different customers.

"Skateboard is just one of our attractions.

But what is more proud of us is that there are all kinds of people who come to our shops, young people who like street culture, and people who are more mature and sophisticated.

In addition to third party products, VIER Antwerp also launched its own brand.

It was originally just a shop jersey with Logo on it, a Antwarp wrapped in a box. At first glance, it was a bit like Supreme's Box Logo.

With the popularity of customers, this shop has developed into several single products, such as hoodies, T shirts, T-Shirts, windbreaker and cornice pads.

The inspiration for these designs is also beyond the skateboards, from all kinds of subcultures. "

Basically, what they like to do.

Sports, photography, graphic design, local youth culture are all the foundation of design.

People who play skateboards may buy because of its meaning. Tourists may simply like patterns and want to bring a souvenir home.

As long as people who like fashion want to wear it.

Because selling well, VIER Antwerp is now receiving offers from other street brand buyer shops, and has just begun to consider the issue of mass production and distribution channels.

The business model of ViER Antwerp may not be special.

It put "Raf Simons" logo on the shop front, and invited Raf Simons's designer Vanderperre Willy to shoot the brand posters, which also had the suspicion of celebrity marketing.

However, as a main street culture shop, the real reason for its popularity may be that it has grasped the essence of this culture: no matter the famous designer or soccer player, the 16 year old skateboarding boy or the 60 year old grandfather can be shoulder to shoulder because of a T-shirt or a pair of sports shoes.