The famed stylist lends his eye to the concept store’s 20th anniversary design
Coolhunting.com by David Graver
For two decades, Denmark’s fashion and lifestyle shop Storm has pioneered conceptual retail—ultimately defining style crazes and building a strong international reputation. To celebrate their anniversary, Storm has united NYC streetwear brand XXBC and celebrated stylist Marcus Paul. The result is a high-quality collection of 24 unique sweatshirts crafted from vintage textiles. Meticulously thought out, unlike anything else around and complete with hand-embroidered antique fabric boxes, they are as much a reflection of artistry as they are functional, comfy sweaters.
On his involvement with the project, Paul—the project’s creative director—explains to CH that it all began from a friendship with Storm’s owner Rasmus Storm. “[Storm] has always been on the forefront of fashion for breaking labels and having a well-curated selection. As for XXBC, I’m good friends with Will (one of the co-founders) who later introduced me to his partner Alex. They have great unique products that definitely caught my eye. I wanted to create something special for Storm’s 20th anniversary—and here we are.”
In many ways, entering the world of apparel is a natural extension of Paul’s other work, including styling Jay-Z and LeBron James. “I’m extremely passionate when it comes to my craft and I love designing; whether it is clothing or interior design. In addition, when I approach any project, I seek a timeless and lasting approach where things can be appreciated 10 to 20 years from now. I think that’s missing in the fast times we are currently living in.”
At the core of the design, one-of-a-kind vintage materials inject floral patterning into swathes of lush gray—all of which the team sourced, and Paul maintains secretive about. “We can’t reveal all our formulas, but I will say that Alex and Will are specialist when it comes to sourcing vintage. We searched high and low for the best vintage fabrications from the ’40s, ’50s, ’60s and ’70s. It took time to curate the selection, but we believe the result was worth the effort.” No two pieces in the collection are the same, though all of them are bound by the masterful team and their vision of something beyond the usual sweatshirt. It’s an appropriate anniversary line for an organization that’s strayed from the norm for 20 years now.
XXBC + Marcus Paul collaborative sweatshirts are available online at Storm, on 6 August 2014, where they will retail for $525.