I wanna party in Berlin... Browns
Earlier this month on a chilly Thursday evening, in Berlin's historic Mitte neighborhood, crowds of people lined up outside an abandoned supermarket for an all-night blowout. Though it appeared to resemble your typical club outing in the German capital, this bash was put together by Browns, the London-based luxury boutique known for its mix of young and established designers.
Browns Berlin marked the third chapter of the brand's ongoing Nomad series, following pop-ups in east London and Los Angeles. Since the company currently operates only two stores, the Nomad initiative is a way of interacting with new markets and getting customers to physically experience the brand. The Berlin fashion edit, then, reflected the city's eclectic tastes and experimental approach."Part of what we wanted to do was bring this new talent here, but we obviously at the end of the day are a retailer, so the research that we did before was not just what Germany buys, but specifically to pinpoint what orders come through to Berlin," chimed in Ida Petersson, director of men's and womenswear buying at Browns.
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