Bread & Butter Barcelona show organiser Karl-Heinz Müller has relaunched his 14oz retail concept in Berlin to showcase his vision for the streetwear and young fashion market.
Müller originally ran a store called 14oz in Cologne, but was forced to close it nine years ago as Bread & Butter grew and took up more of his time. However, earlier this month he relaunched the concept in Mitte, Berlin.
The store is in the heart of the city’s fashion district. It focuses on premium denim brands such as Atelier LaDurance, Earnest Sewn, G-Star, PRPS and Nudie Jeans. Other categories are menswear, womens-wear and footwear, where the tightly edited range includes Trickers, Red Wing and NDC Made By Hand.
Contemporary womenswear brands such as Paul & Joe Sister, Cacharel and ParkVogel sit next to contemporary menswear labels such as Avelon, Nigel Cabourn and Dunderdon.
Müller said he remained a retailer at heart. “The new 14oz should demonstrate my own feeling about the contemporary culture of dressing. So it is no coincidence that quality, trad-ition, manufacturing and auth-entic are a recurring theme [in the brands sold].”
The store is situated within a four-storey listed building built in 1891 which, during the First World War, was used as a racketeers’ den. Müller has updated the building with asphalt and wooden flooring, furniture from Parisian flea markets, reclaimed art deco lamps, and woven and printed fabric from the 1930s.
He has also put in a dramatic 6,000-litre aquarium with jelly fish and an 18th-century French marble fountain.
The 4,300sq ft store has a locker room where customers’ bags and coats can be stored while they browse.
At the back of the store is a 6,500sq ft garden with another large fountain. Müller said: “I want customers to feel comfortable and enjoy spending time here. I want them to be entertained and take a positive experience back home with them.”