“I come from a generation where you bought things in a store,” Mfpen’s Sigurd Bank says. With a shop, “there are so many ways to affect a purchase, like the smell, the sound, the looks, the lighting, all these things; and I think it is nice to have a space for our thoughts.
Good things come to those who wait—at least in the case of Danish label Mfpen. Sigurd Bank has been playing a slow game with his company; he doesn’t advertise, nor does he do fashion shows . This is less a conscious strategy, though, than simply the way Bank likes to do business, and it’s worked to the point where using “cult” as an adjective to describe the brand feels right.
Trolley-wheeled clothing racks, handmade of stainless steel, are inspired by carts used to transport glass and art; aluminum is used for mirror frames and, carrying through on the metallic theme, the curtain that separates the changing room from the selling floor is made of silver thermo fabric, usually used in building construction. “What we do at Mpfen,” muses Blank, is “always very stripped down—not necessarily the clothing, but the atmosphere.
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