Totême's store opens today at 49 Mercer Street and is set in an 1870s cast-iron columned building with tall windows and a loft-like ambiance typical of the area’s architecture.
From the fashion perspective, “We definitely have a very Scandinavian, soft, warm minimalist approach,” said Elin Kling, Totême’s cofounder and creative director, and the wife of Lindman. “Our customers come to Totême because we have a strong design point of view. She can come to Totême and update her wardrobe. The look is trans-seasonal.” It’s about wardrobe building over time and being able to wear styles of four or five years ago that still work, Kling said.
“For North America, SoHo is the first step. We have more stores planned,” said Totême’s chief executive officer Johanna Andersson. She’s a former McKinsey & Co. executive where she co-led the Scandinavian apparel, fashion and luxury goods hub. “It is contemporary, but always with a twist,” said Lindman. “Our customer looks for styles that have always been there, but we add our touch to it. We’re certainly following our own path. For example, what would a perfect Totême trench coat be like? The trench coat always existed, but the way we cut, it becomes ‘our’ trench coat.”
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