Swedish clothing label Our Legacy has always prided itself on possessing a certain “romantic obscurity”, according to founder Jockum Hallin, and one of the most important considerations for choosing the location of their first UK store was finding somewhere that reflected the firm’s somewhat under-the-radar approach to both design and promotion. They settled on a premises on Silver Place, a pedestrian street in Soho that manages to combine prime geographical placement with a quiet, almost secluded atmosphere.
The company has quickly expanded since starting as a t-shirt printing business in 2005, and the UK in particular has embraced the label’s products centred around upscale wardrobe basics, recently focusing more on fashion and statement clobber. They wanted to make a statement with their Soho store too – one that wasn’t overstated, but reflects a commitment to quality materials. As well as marrying the store’s design ethos with that of its products, Our Legacy has recognised the perils of overreaching with international expansion and the store hasn’t gone crazy with the chequebook, instead aiming to achieve the maximum effect with limited outlay. This was achieved using stainless steel, concrete and wood, which all float above a lovely resin-covered floor that has a glass-like quality.
© Mikael Olsson
