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- Pockets empty, closet full 💀
Another month with pockets empty, closet full 💀
Fellow Indexers, another month has passed, with more clothes bought and much less cash.
This week we look at:
Dover Street Market in its sale period and some interesting lil’ details we’ve gleaned from this high-fashion retail titan.
This week’s shopping list
We’ve been deep in the trenches (Piccadilly, London lol) checking in with some friends at Dover Street Market.
For reference, DSM has been ranked the #2 store in the world by Complex and deemed a fashion Mecca by fashion editors and enthusiasts. The multi-brand retailer was founded by COMME des GARÇONS originator Rei Kawakubo and carries some of the most sought-after brands such as Balenciaga, Supereme, and Kiko Kostadinov.
So what did we learn on our mid-week excursion?
1. High-fashion Staff Uniform
The first thing you’ll see when entering DSM isn’t the pretty clothes and art, it’s the security, and they’re rocking that CDG baby!
At first, it’s like duh, the owner also owns the brand, but did you know this is also some ultra-marketing voodoo?
It’s a little industry trick known as staff uniforming that uses nudge theory, the same idea as ads in a tube station that the more you see it, the more likely you are to be interested. But you probably knew that when you bought those Rafs right? 😉
2. The Garment Gallery
If you’ve ever been, you know DSM can very much feel like an art gallery. Each brand is its own exhibit, and each exhibit is designed in extreme detail to match the collection and space.
Each brand is given a lot of autonomy on how their section is designed and work with DSM to develop the concept and bring it to life.
Every 6 months, DSM closes down for 2 days for a cute make-over, bringing in fresh brands and new interiors. The next shutdown is from August 2nd to the 4th, for a full refurb - this is also why sales of up to 60% are active all the way to the end of July so get your clothes now!
3. Hey! They didn’t ask me if I’m okay!
DSM wants you to buy, but they won’t tell you that. In fact, the staff doesn't speak unless spoken to.
This is what they’re trained to do and it really drives home the exhibition concept, as you experience each section in your own bubble without interruption.
Bonus: Tea just for us Indexers! Did you know Rei Kawakubo and Issey Miyake had beef?
News from a lil birdy, the staff aren’t really allowed to wear Issey in-store because of a long-lasting divide between the two world-renowned designers that occurred early in their careers. Oh well, I guess we wouldn’t have gotten some of the craziest works in fashion without some controversy.
Enough talk, let’s buy! 🤩
In this week’s shopping list 🛍️ , we got some bangers:
1. First up we got a unique piece from Spencer Badu, bringing that Jockcore swag front and center this summer. At £135 we’re coppin this just for the nods and questions.
2. Our second pick is a personal favorite, we have some boxer shorts with a playful, feminine twist. Why have just three stripes when they can also be bow ties, Adidas eat your heart out. For £254 you can have these beautiful shorts from Fidan Novruzova and be the belle of the basket(ball) game.
3. At number three we’re going full Barbiecore with Guizio. It’s not enough to just wear pink this summer, it’s gotta be pink and hot! For £320 you know you’ll be rocking this Corset dress to that post-barbie movie pre-game.
4. Our fourth and final pick of the week has got to be a 🔥 find, so we’re gifting you this Walter Van Beirendonck baseball cap as a little token of our appreciation. £62 of pure WVB iconography, and in that dashing yellow, your outfit gets a little flare added to it.
That concludes this week’s quick broadcast.
We’re still building things in the back end and preparing all the most deliciously fresh fashion content you could possibly want, across platforms.
Stick with us and we’ll show the world (literally)!
Chuka Okonjo | Editor-in-Chief, Always Index