This is the pair's third retail project to launch since the arrival of Paul Smith in Cape Town and Johannesburg in late 2008 and it features Johannesburg's first retail collaboration with a handpicked selection of cult-status brands, including Japanese enigmatic fashion label, Comme des Garçons.
Other brands include Sixpack (France), Denim Demon (Sweden), Comune (USA) and Denham the Jeanmaker (Holland). Its products include South African staples such as jeans, causal shirts, t-shirts, shoes as well as accessories, collectables, chocolate and coffee.
The shop space is intentionally minimalist with bold shop fittings and excellent lighting, which ultimately places major emphasis on its offering of apparel. Each season will bring new collections, new fashion brands and shop-fit, as well as new objects of curiosity. The shop occupies the 110 square metre space in what was previously home to the popular interior-decorating store, Trading Spaces.
For more information, go to www.loom.za.com.
