Interview With Kalle Tollmar / A Place
August 17, 2010
Kalle Tollmar and Kristian Rajnai started back in 2006 with the free magazine ODD at Large. With time, they created a multi functional platform for fashion called +46 that included the +46 Fashion Award that had a great impact on the Swedish fashion scene. Later, in 2007 they integrated +46 into being a part of the large fashion store Aplace that they opened in the department store called PUB, located in the city of Stockholm. They also keep an online store going as well as on line magazine. Aplace presents a large variety of clothes, ranging from smaller international brands as well as up and coming local brands, all very carefully chosen to be presented and sold at their store, aiming to offer the best of Scandinavian and international designers. Aplace has rapdily taken an important part in presenting fantastic fashion for the swedes.
You and Kristian Rajnai started with ODD at Large, today you are running Aplace. In between that, you had ODD Magazine and +46. What’s for tomorrow?
More of Aplace! One (or maybe two) new stores are coming up during 2010 as well as more work with aplace.com. Things that will still have left on our to do list are:
our own designer label and a sales agency for Scandinavia. We are hoping to be able to set all of this in 2011!
Fashion week is coming up. What’s your expectations for this year in regard as an international event, in comparison to previous ones?
Since we’re weeks away from our store opening in Bruno Gallerian (Södermalm) we’ll be running back and forth between the shows and to the store and the carpenting pants…
For me Stockholm Fashion Week is great fun since you meet so many colleagues and friends. But this year we don’t throw any parties because of our own opening which is sad because our fashion weeks parties are always so much fun!
How do you see Stockholm Fashion Week elevate to compete with other cities such as our neighbor Copenhagen for example in the future?
As a swede, I would love to see Stockholm sidestep Copenhagen regarding to Fashion week priority. But personally, I never think Stockholm will be # 1 fashion capital in Scandinavia. Not as it looks today. We have no funding from the state and the various players don’t collaborate as they should in order to make it worth visiting Stockholm as an international fashion journalist or as a key buyer.
Any favorites in the up and coming brands for this year’s fashion week?
Regarding to Sweden, there isn’t really any super new ones, but Our Legacy and The Local Firm are keeping the flag up high and really developing their style and collections!
In Denmark, I think “Moon Spoon Saloon” are doing something interesting and if they are able to make it a bit more consumer friendly without loosing their concept, it will be even better. Also, “Vilsbøl de Arce” are really cool!
Sweden is a small country. Why do you think Swedish brands have such an impact on the international fashion scene?
I don’t think Swedish brands have that kind of impact. Sure, we have a few ones that done extremely well and we together with the Danes are by far best up north…
But I don’t give much for the whole Swedish fashion wonder etc.
How would you define Swedish style?
Basic wearable clothes with a good finish and very well presented and communicated.
A few selected brands from A Place store
A Place, www.aplace.com
Text and interview By CK
Published by: The Swede Beat
