The shop was founded by three friends who, at one point, realised that they shared similar views in terms of life in general and, more specifically, when it came to fashion. The owners Philip Gaedicke, Omer Ben-Michael and David Fischer have been heavily in-volved in the fashion scene for many years, the latter two primarily in online trading. Everything was clear, however, right from the very beginning – if they were ever to set something up together, then they didn’t want it to be virtual. They wanted to create a tangible, bricks-and mortar store. Direct contact with people is of great importance to all three of them, which is how the cool store on Torstrasse in central Berlin came about in April 2010. The concept of the store is simple: “We sell products that we like and that reflect our lifestyle. This applies to clothes and shoes, as well as books, designer items and art. We mix premium street wear with high-end brands, and stock a whole load of basic, as well as experimental, items. We put style first and foremost, instead of expensive labels and logos,” explains Philip Gaedicke. The aim is to provide a contemporary perspective of men’s fashion every season. With the diverse mixture of European, American and Asian designers – from casual to elegant – there’s something to suit everybody’s tastes.
Never-ending new input
The trio get their inspiration primarily from their travels in the USA and Asia. Particularly in New York and Tokyo, there is a staggering store scene and a huge range of new brands that are largely unheard of in Europe. This overwhelming abundance of new impressions is a never-ending source of input for the very essence of the Berlin store. At the moment, Norse Projects, Our Legacy, Nanamica, Han Kjobenhavn, Thom Browne, Acne, Kenzo, Nike and Common Projects Sneakers are particularly popular among customers. The portfolio also includes Carven, Buttero, Andersen Andersen, Diemme, Dries Van Noten, Grenson, Jil Sander, Libertine Libertine, Orlebar Brown, Les Berlinois and Levi’s Vintage Clothing. And even if the Soto store was only really designed for men, women also drop in regularly to browse through the clothes racks and shelves. They are mostly interested in nice basics, such as men’s shirts, sweaters, jackets and accessories.
Pure relaxation
The strong casual look to the boutique is alluring. Everything is designed to be bright and inviting. The spacious store revolves around the symbiosis of old and new. Second-hand gems are juxtaposed with classic furniture, plain clothes racks rub shoulders with modern art, and books and perfumes are arranged on old, large suitcases. The majority of the fittings blend into the background, letting the merchandise take central stage. Eye-catchers are dotted throughout the store. Particularly fetching items are showcased on the most unusual supports. Insistence on the relaxed tone was important when the store design was being developed and implemented. The aim was to overcome customers’ inhibitions and reservations right from the outset. If a shop manages to attract passers-by to come inside and have a look around, a great deal has been achieved. Of course, the staff plays an important role in this context, significantly contributing to the store’s success with their professional, yet discreet, manner. Essen-tially, Soto wants to position itself as a meeting place. “We want to provide information. In other words, we want to bring our customers closer to extraordinary products and the design philosophy behind the brands. This is what our passion is all about.”
www.sotostore.com
