Sweden-based trend label Toteme is having a homecoming of kinds with its new Manhattan boutique, opening July 26 on Mercer Road in SoHo.
Toteme co-founders Elin Kling, 39, a former trend editor, and Karl Lindman, 40, beforehand the design director of Interview journal, had been dwelling in New York Metropolis once they began the model, in 2014. The couple moved again to Sweden three years later, and whereas Toteme has shops in Stockholm and Shanghai, U.S. customers have solely been capable of buy the label’s minimalist wardrobe staples on-line, whether or not on the model’s web site or through retailers like Bergdorf Goodman, Web-a-Porter and Ssense.
In the course of the pandemic, as Kling and Lindman learn studies of New York shops closing and the town shedding its magic, it grew to become vital to them for Toteme to have a presence there, particularly if they might play a component in bringing the town again to life. Final 12 months, the personal fairness firm Altor acquired a minority stake in Toteme, and the funding has helped allow the model to broaden in China and the U.S.
“I used to have my workplace at Interview journal going through Mercer Road, and we at all times regarded on the Judd Basis and all these cast-iron buildings which are nonetheless typical SoHo,” says Lindman. “The constructing we’re in is that this lovely cast-iron outdated constructing from the 1870s.”
The pair designed the brand new retailer with Halleroed, an structure studio co-founded by one other Swedish couple, Ruxandra and Christian Halleroed. The agency, which has performed shops for different well-known Swedish manufacturers equivalent to Zits Studios and Byredo, additionally labored on Toteme’s different places—however the partnership goes again even additional. “Even after we had completely no cash, [Christian] was making quite simple plywood buildings for us,” says Lindman.
Whereas Toteme’s flagship retailer in Stockholm was impressed by an Higher East Facet townhouse, the brand new area mixes Swedish heritage with the shop’s New York bones. For instance, for the shop’s lighting, the couple drew inspiration from functionalist designer Gunnar Asplund’s ceiling lamps within the Stockholm Public Library.
Kling and Lindman are notably enthusiastic about that includes pewter items from Svenskt Tenn, considered one of Sweden’s most famed inside design corporations. Now overseen by a basis, Svenskt Tenn was began by the designer Estrid Ericson in 1924. The items in Toteme’s New York retailer embrace candleholders textured like tree branches; an ornamental plate within the form of a leaf; and a hand-shaped paperweight, full with a ruffled sleeve and delicate ring. “We’ve at all times been very impressed by Svenskt Tenn and really feel like they, in the identical method as we, like the concept of providing one thing minimal but daring and expressive,” says Kling.
The Svenskt Tenn choice shall be displayed on a metal cupboard designed by Halleroed. Couches by Svenskt Tenn designer Josef Frank, in brilliant patterns that function a foil to Toteme’s extra muted palette, will sit close by.
This fall, the model can be launching a brand new assortment of baggage. “It’s been an extended course of as a result of it’s so vital that it looks like a product the place you’re feeling, that is precisely what I would like it to seem like,” says Kling.
The couple says they take design inspiration from ladies’s particular wardrobe wants. Lindman provides an instance: “We had been at dinner, and a buddy of ours was saying, ‘Why aren’t there any superb raincoats?’” Kling provides, “Everybody talks about what to put on to a marriage, however what do you put on the day after the marriage?”
When the pair involves New York for the shop opening, they’ll have an inventory of metropolis traditions to test off: burgers at JG Melon on Third Avenue, purchasing for classic jewellery at Doyle & Doyle, a haircut for Kling. Plus, she’ll take their daughter and son to get manicures and pedicures. “It’s one thing that’s so New York for them,” she says. “They kind of imagine that you could’t do this in Sweden. In order that’s the primary cease.”
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Appeared within the July 27, 2022, print version as ‘Toteme Brings Its Clear Look To SoHo.’