Kyle Stewart and Jo Sindle, owners of the London indie, tell Mandy Cohen why streetwear means more to them than just the clothing.
What are your fashion backgrounds?
Kyle Stewart: I went to the Scottish College of Textiles in Galashiels. After that I worked at a couple of labels such as [womenswear designer] Jonathan Saunders where I did textile printing, and then I went on to do graphic design at Levi’s and Nike. After Nike I went freelance as a graphic designer for various clothing companies.
Jo Sindle: I studied fashion design at Nottingham Trent University. I worked as a designer at All Saints, Diesel, Nike and Levi’s, where Kyle and I met.
We left our old jobs to set up a design consultancy and started to plan the shop simultaneously.
How did you convince brands to supply you?
KS: Initially it was difficult as we had no retail background. The first brands that came on board were lifestyle brand Perks and Mini [PAM] and streetwear brand Wood Wood. The first brands we stocked were all quite underground and had a cult following.
Why did you approach those brands and how do you make decisions on what to stock?
KS: They’ve got street appeal. When we say streetwear, it’s more of a representation of a culture and an idea. The brands we’ve chosen like and share that philosophy.
JS: Now we need to continue that ideal. We’ve had to become more retail savvy. Initially we had a small selection of brands we liked, but we had to also take into consideration what our customers liked. Ultimately we’re running a business, and it’s important to evaluate the balance of product.
Do you have any plans to open another store?
KS: We don’t want to become a mini-chain. We’d perhaps just make the current store bigger.
Why did you decide to expand with another floor and a new denim section?
JS: We needed a separate floor for menswear and womenswear because we found men didn’t like shopping from a rail with both menswear and womenswear on it. We’ve wanted to stock denim for a while but couldn’t find anything that really excited us. Now we’ve got denim brands such as Momotaro, a Japanese brand, and Indigofera coming in for spring 11.
What are your trend predictions for autumn 11?
KS: Outdoors styles mixed with workwear and traditional menswear - the way [Japanese designer] Junya Watanabe has been doing it - is particularly fresh. We also believe things will get a bit more laid back again after menswear became so focused on smartening up, so we are particularly fond of grunge and early 1990s looks.
We see womenswear taking strong influences from menswear, with girls wearing more boyish styles.
What business challenges do you think you’ll face next year?
JS: I think we face the challenge of growing our customer base by becoming well known outside of our immediate target audience.
Local art is an important visual aspect to your store. Who are your favourite artists?
JS: Russell Maurice (pictured) and Tom Park’s Word to Mother both reference popular culture.
Which is your best-selling brand?
KS: Norse Projects. It’s on trend with a good price point.
What stores do you admire?
JS and KS: Liberty (pictured) and Dover Street Market in London.
Kyle Stewart and Jo Sindle own streetwear indie The Goodhood Store at 41 Coronet Street, Shoreditch, east London