Nordic Fashion In Australia | Somewhere, Somedays, Someplace
The experience you have while browsing in a store can make or break a shopping trip. From receiving terrible customer service to having to navigate racks of poorly sorted jumpers or shelves of unfolded jeans, it’s enough to make anyone only ever want to shop online. That’s why it’s so nice to visit a store that’s genuinely pleasant to walk around in, where the clothes are presented like pieces of art in a gallery and taken care of just as well. The stores Somewhere and Somedays, in Melbourne and Sydney respectively are experts at this, and their founders have looked to their Swedish roots to create minimal spaces that are more akin to a gallery than a shop.
Somewhere, Somedays and the online component, Someplace, were created by husband-wife team Mattias Friberg and Kristina Vikman. The couple moved from Gothenburg to Sydney and in 2005 they opened their first store, Somedays, in Sydney’s Surry Hills. The name comes from their initial plan to only open on some days, however the demand from customers proved too high so they conceded and eventually were open for business daily.
The stores stock a range of carefully selected Nordic brands, handpicked by Mattias and Kristina themselves, with some notables including Our Legacy, Cheap Monday and Soulland. Each season the couple travels to fashion fairs in Paris, Berlin and Copenhagen to scope out new labels who they like and think would fit in well with the existing brands. This season sees the addition of German brand Wemoto, who according to Mattias, are an “affordable, casual menswear label who make great pieces”. Their utilitarian yet stylish jackets are sure to become wardrobe staples this winter.
In addition to international labels, they also stock a selection of Australian and New Zealand labels such as The Horse, Rollas, Neuw and Bellroy. It’s easy to see how these brands work so well amongst the stable of European brands; their minimal aesthetics and high quality garments make them a natural fit for the stores. The couple only source and stock pieces that they themselves like, so it’s lucky for us that Mattias and Kristina have such fantastic taste. Their aim is to create a “one stop shop experience” for their customers and each store provides just that.
Staying true to the understated pieces that are stocked in the stores, the shops themselves can prove to be a challenge to actually find due to an absence of signage out the front. This was a deliberate decision by the pair, who have said they want to make it worthwhile for those who have worked hard to find them. Worthwhile they are, because once you make your way inside you’re in for quite a treat. Both stores are presented beautifully with ample space to walk around and peruse the shelves and racks easily without feeling overwhelmed with too much product everywhere. Mattias has suggested that they “offer a different kind of shopping experience where service, atmosphere and inspiration is top priority.” It’s hard not to be inspired by the well-styled pieces in-store, and there’s a good chance you won’t be leaving empty handed.