This menswear emporium in the Swedish capital has been a favourite among Scandinavian fashion fans for more than 20 years.
Scandinavia’s long-standing reputation for cool, pared back minimalism means coming across a stand-out independent store in a region of such refined standards is all too rare. But one name that trips off the tongue of every retail fan is Nitty Gritty.
Opened in 1991 in Stockholm, what makes this store stand out is not only its unique take on a Scandi-cool interior - which skilfully mixes understated luxury and simple, functional design - but also its stellar brand mix.
Its 3,229 sq ft menswear outpost is located on Krukmakargatan, a street it shares with branded menswear stores Our Legacy and Uniforms for the Dedicated. Its simple, unassuming frontage opens into a vast open space of white walls and grey concrete floors, segmented by sleek rails and glass displays and sharing the space with an equally swish adjoining hairdressers.
“The store design was created by me in order to put the clothes in focus,” says Nitty Gritty’s creative director Hugo Bergström. “Originally it was quite a rough and industrial space that over the years we have turned into a warm and modern shop space by using a grey-and-green colour palette and lots of oak.”
Claire Dickinson, visual merchandising editor at trend website WGSN, adds: “The store makes use of the existing industrial features, but introduces a clinical feel through minimal white fixtures. These are offset against the reclaimed wooden fixtures and soft seating areas, which introduce a sense of warmth into the space, putting a warmer, masculine slant on the minimal Scandi look.”
This sparse yet stylish approach enables the store’s well-edited international brand mix to sing. Bergström balances best-sellers Stone Island and APC with Levi’s, New Balance, Filson, luxury accessories brand Mismo and Boglioli suiting, most of which are difficult to find elsewhere in the city.
The offer is put together to provide the complete menswear wardrobe, from smart officewear to well-considered casualwear, or “modern, contemporary clothes for the educated and sophisticated part of the grown-up in-crowd”, according to Bergström.
“We do a lot of research and we dare to mix streetwear, casualwear, tailoring, shoes and accessories and manage to make a personal and relaxed concept out of it,” he concludes.
Time to get down to (the) Nitty Gritty.
Nitty Gritty, Krukmakargatan 24-26, 118 51 Stockholm