Keeping it Simple

If you were to start an online store, what would you sell? How about a pair of beautiful leather white-on-white sneakers for $245 (available only in the designer’s shoe size of 44), American Optical plastic and metal framed eyeglasses for $164 and a bottle of Pledge furniture wax? That is exactly what the Sweden based designer Erik Schedin has just launched, and somehow, strangely, it works for me. The 29-year-old designer told me that in the coming months he plans to add a baseball cap, a canvas bag and “some other stuff.” Judging from Mr. Schedin’s classically designed footwear, the canvas bag should prove to be terrific and go perfectly with a nice can of Comet.

Comments on “Keeping it Simple

    Michael Daddino on August 6, 2008 12:52 PM:

    Man, those glasses are fabulously severe–they’re like Jasper Johns’ The Critic Sees come to life.

    joanna goddard on August 6, 2008 1:15 PM:

    wow. that is so cool. love this.

    (i know, a totally boring comment)

    Giuseppe Timore on August 6, 2008 3:08 PM:

    It’s as if Walter Gropius designed clothes and had a computer. I can’t even say for sure why, but I feel like this is the most bad-ass website I’ve ever seen, or will see for quite some time.

    Sam Jacobs on August 6, 2008 4:54 PM:

    …maybe I just don’t get it.

    h bemis on August 6, 2008 9:43 PM:

    That makes two of us. Is it a grocery store or the gap?

    Michael Daddino on August 7, 2008 12:45 AM:

    I thought the Pledge spray was meant to be something like what Restoration Hardware used to do (or still does–haven’t been there in ages): if I remember correctly, their store would have odd and prosaic products sprinkled among the more ritzy wares, giving them an almost kitschy charm. Or maybe it’s intended as nothing more than a humorous non sequitir. I dunno.

    Another wrinkle: the bottle seems to be, um, “vintage,” as the SC Johnson Sweden website shows a markedly different design.

    Tony Ventresca on August 7, 2008 10:08 AM:

    These minimalist stores start out like this, but once a “buzz” has been generated they quickly start adding all sorts of other products for sale, many of which don’t match the original theme. There’s money to be made!

    Thom on August 7, 2008 1:22 PM:

    It’s a branding exercise, and a damn good one at that.

    Paul Pincus on August 8, 2008 5:18 PM:

    i like this.

    love the specs.

    Miryam on September 2, 2008 2:11 PM:

    this is ridiculous. go outside.

Comments are closed.