Bespoke Tailoring Makes A Comeback With SOSO Brothers
A couple of months back, we heard a whisper that Sweden’s custom jeansmaker, SOSO Brothers, were mulling a move into brick and mortar retailing. Well, we are delighted to to report that this has now happened with the opening of their concept store right up there in Umeå, in the north of their home country.
The store is minimal, light, navigable and lo-fi chic with a firm accent on doing what SOSO does best – selling high-quality, exceptionally well-made jeans.
Taking stock after the first few days’ acclimatisation and successful trading, partner Johan Blom gave us a heads up;
We have introduced a basic assortment of men’s wear including denim shirts, shirts, t-shirts and denim jackets. We also carry plenty of selvedge denim stock products, from lightweight to heavyweight, and of course offer our custom-made service.
We will release selvedge chambray shirts within a few weeks and we will be introducing two new women’s raw denim fits as well as our brand new selvedge denim jackets.
In a year when 2016 has rewritten the rules of just about everything, this custom-made service feels more like we are living in a kinder, gentler age than trying to make sense of the modern world. You’re measured, you’re listened to and personally consulted on the myriad options that are on offer, and then your order is passed to a master tailor who crafts your peronal strides which are soon ready for pick up or delivery.
Speaking to Johan by the bright light of the midnight sun (yes, today is summer in Sweden), you also get the impression that treating his gentlemen customers like country squires is the only thing on his mind.
The strategy is like we always planned it. Make jeans, give great customer service and just take one step at the time. We are currently working on one idea, but I don’t want to say it’s 100%. It looks like we might be opening up the custom service in Stockholm as well within a few weeks. But, nothing is written in stone.
At the moment, it’s all about the fit and I suppose that’s the way it always will be.
We are sending our Nordic cousins every good wish for their new venture and wholeheartedly recommend a visit to their new store. If, by some quirk of happenstance, you’re not wandering around the Arctic circle but still in need of a cracking pair of denims, SOSO are very much alive and kicking online and taking orders in all styles including in their six, new bespoke weaves.
The Essentials
Utopia Shopping Mall, Rådhusesplanaden 2C 90328, Umeå, Sweden
Weekdays 10am – 7pm
Saturdays 10am – 5pm
Sundays 12am – 5pm
