Oh hi there!
I’m not as blonde as your
usual host but I do like to ramble. My name is Emil and this is a takeover!
Right, that’s enough pleasant introduction,
let’s get to the task at hand; OPEN, a new British menswear brand.
OPEN was founded in 2013 in East London
(Barking) and is set to take the UK retail industry by storm with it’s
minimalist, well made and ‘no nonsense’ clothing.
A Northampton store opened in October last year and I was lucky enough to stumble across it’s contents. Now, if I was to
say that this store was perfect for me it would be an understatement to say the
least, their clothes are neutral, warm, stylish, made to a high quality and of
course, they have loads of tartan shirts! As I walked under the neon sign I was
hit by the sight of chunky knits, super soft sweatshirts, simple pattern tees,
and enough minimalist design to make the Tate blush. At a time when online
sales are rising year on year (15.8% growth in the UK) it is more important
for physical retail to heighten the customer’s experience, this is done in many
ways; some companies pump money into their physical marketing, others provide
designer packaging and wrapping services. OPEN goes the other way; there are no
bells, no whistles, just simplicity. Take the store for example, a clean and
modern shop using wood, metal and glass to create a minimalist look, there are
not too many clothes on hangers and the products are replenished as they are
sold. The prices are extremely reasonable and I must admit, I went a little
overboard with my OPEN haul but hey, it was Christmas
right?!.........guys??....
Bromley Reg Jean - £25 | Champness Shirt - £28 | Cable Twist - £20
Ben Knit Jumper - £22 | Standard Sweat - £16 | Rosslyn Knitted - £6
Payne Knitted - £8
Also, if you're one of those lucky student types you can get 10% off everything in store too!
I wanted to create an outfit using some base elements from this haul, so I kept the Bromley Regular Jeans, Ben Knit jumper and Maroon Payne Knitted beanie and paired them up with some extras.
I wore a burgundy flannel shirt from H&M underneath the jumper to pick out the colour of the beanie, teamed up with a snood from River Island's AW12 collection and the Levi's Type 3 Trucker Jacket. To top off the look I tightly rolled up the jeans (3 folds) and wore some Wilks Washed Beige Suade Derby Shoes from Topman (no socks - or invisible socks).
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