Emancipating Men. Jades Men/Düsseldorf

Men’s store instead of men’s corner: Jades Men makes a real statement.

The Jades concept is equally con- vincing in the bright, generously designed womens- wear store directly opposite.

Owner Evelyn Hammerström and buyer Huy Do are responsible for Jades Men.

Jades Men/Düsseldorf

EMANCIPATING MEN Cool, edgy, and non-conformist: the new Jades Men store allows Evelyn Hammerström and Reinhard Haase to grant menswear its own space for the very first time. This enables Jades’ overall concept to focus on its traditional strengths.

Men allowing women to explain fashion to them is common, right? “Today, it’s often the other way around,” says Evelyn Hammerström. “Men have become much more fashion and brand conscious. They also spend more money on fashion. We want to address this trend with Jades Men.” Accordingly, Jades, which was always reserved for high fashion for women, turned into menswear store Jades Men. More Jades, located directly opposite, was transformed into a shop for women.

THE COOL CREW Recognising trends has always been the forte of Hammerström and Reinhard Haase. Two decades ago, they started bringing premium denim brands from Los Angeles to Germany via their sales agency Unifa Premium, thus redefining the luxurious sportswear segment by pairing it with high fashion in their two Jades stores. The shops were booming; the success spoke for itself. Nevertheless, the realignment seems to have rejuvenated the concept. Both stores appear much clearer, optically supported by the opening of the shop windows. The lack of rear wall allows a broad view of the interior and provides ample light that radiates generous openness. Menswear is divided into three segments and appeals to different types. The primary focus is on streetwear by Off-White, Balenciaga, Balmain, Just Don, Heron Preston, and Palm Angels for highly fashionable, young customers. Then there are casually interpreted classics by the likes of Neil Barrett, James Perse, Giorgio Brato, and Dondup. This segment is being expanded gradually. Last but not least, the jeans segment houses True Religion, D’squared, 7 for all Mankind, and Rag & Bone. “One customer is eager to show what he’s got by making a fashion statement, while another is more interested in comfort and chooses long-lasting items. We cater for both types,” says Huy Do, the buyer of Jades Men. The brands are broadly diversified, but always with enough courage to include fashionable specials. What else makes Jades so special? “We offer personality and are the place to be for the cool crew,” Hammerström smiles. “And now that the men have their own store, they feel even more at home.”

Jades Men

Heinrich-Heine-Allee 53, Düsseldorf/Germany www.jades24.de Opening: June 2019 Owners and Managing Directors: Evelyn Hammerström, Reinhard Haase Employees: 5 Sales area: 600 sqm Brands for men: 7 for all Mankind, Acne Studios, AG, Amiri, Balenciaga, Balmain, Boris Bidjan Saberi, Dondup, D-Squared, Heron Preston, Just Don, Off-White by Virgil Abloh, Palm Angels, Rag & Bone, True Religion Accessories brands: Axel Arigato, Balenciaga, Diptyque, Filling Pieces, Guiseppe Zanotti, Off-White, TeNeues, Werkstatt München