Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Rasmus Storm

The owner of Copenhagen lifestyle store Storm worked in a wooden pallet factory before taking risks in fashion.

Were you always into fashion when you were growing up?

Fashion has been a real passion of mine since my early teens. I was never obsessed, but always fascinated. I would fight with my parents over a pair of sneakers.

What are your top tips for surviving the constant travel involved with working in fashion?

Stay healthy and fit. I’m keeping my balance by trying to get enough sleep, eat the right food and exercise every day.

Last but not least, it’s important for me to stay at a nice hotel, somewhere I can really relax. I’m also always concentrating 100% on doing my work.

I want to stay sharp while making my buying decisions, so no unnecessary fashion shows and no parties.

Have you ever passed on a brand that turned out to be a real commercial winner?

Of course that happens in a period of 20 years. However, for me picking a winner is not necessarily about it being a big seller, a brand also has to fulfil other criteria. If the brand is original, something completely new or surprising, it can be a winner too.

Why do you love the fashion industry?

I love it most because it’s constantly moving and reflecting the time you live in. The change is inspiring. I also like the fact that nothing is easy - you need to be sharp and you need to work hard. Sometimes it’s difficult, but the difficulties force you to think creatively and I love the challenge of always having to be a step ahead.

The constant risk is like a drug.

If you could change one thing about the industry, what would it be?

I hate all of the fakeness, but without the fakeness it wouldn’t be interesting, so I wouldn’t change it. In general, though, I would prefer people to be more honest and real.

How do you relax after a long day?

By picking up some work at the office that I didn’t finish. Work never stops, so it’s not about how I end my day, it’s more about how I start it.

The perfect start is to go to the gym, that’s my relaxation time.

What one fashion trend do you wish would disappear and why?

Young guys who feel the need to look like old fishermen in the middle of the city or mature ladies who try to look like
their teenage daughters. But then once again, if it wasn’t for those trends it wouldn’t be so interesting to do something new.

What’s the best piece of advice you’ve ever been given?

The best advice I was ever given was from my previous accountant when I had to decide whether to rent our city store location more than 12 years ago. He said if you are happy about the space and the price is OK, then pay it and never look back. So the essence is: think about a decision before you make it, but never look back.

If you weren’t working in fashion, what would you be doing as a job?

No one would be able to talk me out of fashion as it’s such abig part of my life. However, if fashion didn’t exist, I would probably be in politics trying to help the young generation, to establish them in our society.

Tell us something about yourself that no one would expect.

Before opening Storm I was working at a company producing wooden pallets. I started on the factory floor after dropping out of school and I worked there for several years -working my way slowly up to the production management.

Who would play you in a movie about your life and why?

I don’t want anyone to play my role. I want to play it myself.

What’s the worst storm you’ve ever been caught in?

My birth.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.