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From the Heart of West Berlin Amorph Black / Berlin. With their premium shop right next to the Kurfürstendamm, Iris Jorde and Christian Brennenstuhl are fulfilling their dreams. Extraordinary items for an informed, highfashion clientele. Text: Jan Joswig. Photos: Amorph Black
All good things come in threes. Amorph Black is the third women's fashion store Iris Jorde and Christian Brennenstuhl have opened in West Berlin. Since 2008, the Amorph Concept Store and Amorph Blue have been doing pioneering work for progressive, young designers on the sleepy Westside. Now the old City West has been reawakened, from the Bikini Haus to Haus Cumberland. The Kurfürstendamm is on its way. With Amorph Black, the self-confessed "complete Westsiders" Jorde and Brennenstuhl used their intimate knowledge of the area, and they set up their premium store in the very place where the Kurfürstendamm is once again becoming sophisticated and luxurious, without having to flaunt or be flashy. With Amorph Black, the two adventurous fashion enthusiasts have managed a further pioneering achievement in the rapidly transforming Charlottenburg – and they have managed to set up the exact store they have always dreamed of. No Bland Mediocrity
In the minimalistic, elegant interior that works with dynamic alignments and shiny surfaces, Jorde and Brennenstuhl present their unconventional mix of established names and new discoveries. Alongside Acne, hang washable silk tops by Toupy, beside T by Alexander Wang, you can find chunky knitwear by
Iris Jorde and Christian Brennenstuhl in their dream store.
Berlin designer Maiami. Jorde and Brennenstuhl are expanding their own label, Amorph, from scarves to T-shirts and cashmere sweaters. In order to be successful in an increasingly cramped market, you must go against the tide. You have to be a brave forager, searching the more secret corners of the fashion world and making clear statements. In these worrying times of conformity, individual distinctiveness is the best way to surprise and delight your customers. This is how Christian Brennenstuhl summarises the philosophy: "Buy extremes, then you'll be successful. Don't go for bland mediocrity." Iris Jorde adds: "We had a label like Iro for quite a while before it became an InStyle talking point. We had high top sneakers very early, as far back as last year. Everyone only Isabel Marant's in the magazines. We had the good fortune to buy them from Serafini and Monika Corte. The customers quickly notice something like that – and also that the Isabel Marant sneakers cost 550 euros, ours cost 250 euros." Well-Prepared for the Hype
Every gem has its own shelf – the wall of shoes by Amorph Black.
Just six months after opening at the end of March 2012, word of the store has spread so rapidly that the first brands are already coming knocking. Jorde and Brennenstuhl will be viewing Forte Forte in Milan, and, in Paris, Helmut, the second line by Helmut Lang. The jeans brand
1921 Jeans cooperated with the two for an exclusive trousers design, "finished by Amorph." With a top brand portfolio at a top location, Jorde and Brennenstuhl are delighted about the West Berlin hype. They back it up with substance. Christian Brennenstuhl's eyes light up: "Amorph Black is the essence of everything that we always wanted to be."
Amorph Black Schlüterstrasse 37, 10629 Berlin/Germany, T0049.30.60924916 shop.amorph-berlin.com Opening: March 2012. Owners: Iris Jorde, Christian Brennenstuhl Staff: 4. Retail space: 150 sqm Labels: 1921 Jeans, Acne, Amorph, Avelon, Forte Forte, Goldsign Jeans, Helmut, Humanoid, IRO, Lala Berlin, Maiami, Marlene Birger, Mother Jeans, Roberto Collina, T by Alexander Wang, Toupy Shoes: Acne, Malene Birger, Monika Corte, Serafini
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