The Great Gatsby

The Great Gatsby. Abseits Germany/

Stuttgart. What a statement! Winni Klenk’s re-designed store really is something else. He certainly didn’t hold back. It’s confident, it’s compelling, and it’s a hell of a lot of fun.

Text: Nicoletta Schaper. Photos: Abseits Germany Abseits polarises quite deliberately. This attitude is reflected in the extraordinary interior and the product range. The latter thrives on unusual fashion items.

It could have just as easily been a minimalist store with screed floor, a few clothes rails, and a couple of cubes, but Winni Klenk wanted something truly special. His investment has paid off. The new Abseits store is designed like the lounge of an upscale hotel. It boasts a fully glazed reception desk, a cool bar for indulging in a cup of coffee or a flute of sparkling wine, Hermès lamps, and expensive French wallpaper. The entire interior looks a lot more like a film set for The Great Gatsby than the cliché of Swabian frugality.

Luxury and Trash

Winni Klenk is also not afraid of pushing his boundaries in terms of fashion. To this end, Abseits has become increasingly sophisticated over the last few years. “We want to sell better quality. We focus on unique pieces of the highest order. Our aim is to make a difference in the world of fashion”, Winni Klenk says with conviction. It therefore comes as no surprise that the store’s product range is exceptionally exciting. It’s a bit rock & roll, not afraid of being extravagant, and definitely never boring. Customers will struggle to find grey sweaters and beige trousers here. Winni Klenk just loves picking the unusual elements of a collection. For women, he stocks jeans by Rag & Bone and R13, as well as the brands MSGM and N°21. He also offers high fashion by Valentino, See by Chloé, Kenzo, and Plein Sud. The product range is complemented with casual items by Sportmax and Tory Burch for slightly older customers. Winni Klenk knows that he needs to cover a broad spectrum in a city like Stuttgart. Here, you simply cannot specialise as you can in Munich or Hamburg. Furthermore, Stuttgart doesn’t offer many occasions for wearing spectacular robes that cost more than 1,000 Euros. For men, he stocks the likes of Balmain and Dsquared2. The latter has been

Hotel lounge and film set: the re-designed Abseits store in Stuttgart.

“We don’t just want to sell fashion; we believe we have a duty to fashion”, says Winni Klenk, the owner of Abseits Germany. He lives for fashion. He has at least 25 sports jackets in his wardrobe and buys at least three more per year. an integral part of the product range for no less than 25 years. The fashionable private label - which offers sports jackets, suits, waistcoats, and coats - is equally successful. The items are customisable in terms of lining, buttons, and lapel shape. Last but not least, Winni Klenk also stocks fashion curiosities such as Valentino’s silk bomber jacket with elephant motifs on its back, Dsquared2’s leather jacket with embroidery in Nepalese, or MSGM’s holly shirt. “Such items polarise, but they move fashion forward”, Winni Klenk explains. “Those who opt for buying something truly extraordinary, will always enjoy owning it. Such items are never out of fashion. Nobody can outrun fashion.” A concept like Abseits needs to offer its customers expert advice, which is why the store is divided into niches, thereby creating a boutique character and a certain level of intimacy for an exclusive private shopping experience. “If a customer picks 20 items, she will most definitely not buy the key piece that really matters”, Winni Klenk argues. “If she accepts our advice, she will leave the store with the look she desires and an extraordinary piece that will earn her many compliments.”

Arrived

Winni Klenk started his career at 22 years of age. Initially, he sold second-hand Levi’s 501 jeans, military jackets, and check shirts from London at Amsterdam’s flea market. The first store to bear the name Abseits was off the beaten track, located on a fourway ring road in Stuttgart. Since then, Abseits has moved four times, constantly edging closer to the city centre. 31 years later, it seems the business has found its place. Winni Klenk’s initial plan was to retire as a 30-year-old and move to Ibiza, but the fashion world still captivates him. And thank goodness for that…

Abseits Germany

Kleiner Schlossplatz 13-15 70173 Stuttgart/Germany www.abseitsgermany.eu Opening: September 1990, Reopening: August 2015 Owner: Werner Klenk Managing director: Manuel Thüring Employees: 14 Sales area: 411 sqm Brands for women: 8PM, AG, Avant Toi, Chiara Ferragni, DKNY, Dsquared2, Golden Goose, Harris Wharf London, Iro Paris, Kenzo, Lala Berlin, Mackage, MSGM, N°21, Paul & Joe, Preach, Rag & Bone, R13 Denim, See By Chloé, Thom Krom, Tom Rebl, Tory Burch Brands for men: Avant Toi, Balmain, Dsquared2, Filling Pieces, Golden Goose, Harris Wharf London, Iro Paris, John Varvatos, Kenzo, Mackage, Mastercraft Union, MSGM, Off-White, Paul & Joe, Preach, Prps, Rag & Bone, R13 Denim, Thom Krom, Tom Rebl, Valentino, Y-3 Accessories brands: Dsquared2, Juwelier D’Amico, Shoto