How did Trunk come about?
It’s been something I’d been thinking about for quite some time. I’d always been interested in clothes and having lived in London for a while there was no shop that I really liked. Having traveled to Japan and Italy there were shops there that I loved and where I bought most of my clothes. I was working for American Express at that time looking after global luxury brands and having studied at FIT in New York I wanted to get out of the corporate world. I’d also worked at Giorgio Armani so felt I had the tools even though I don’t have a traditional retail background. I quit my job two years ago and came in from a customer perspective. It’s been a steep learning curve but worth it.
Why did you pick the brands you picked?
They were brands that I wore already and couldn’t find here. They tend not to be high fashion, but many are the manufacturers for global brands like Ralph Lauren. Industry people know that but consumers don’t.
Why Marylebone?
Because I live there and it’s a good fit for what I’m trying to do. Trunk is not East London trendy or Chelsea super high-end, it’s somewhere in between. I didn’t want to be on a main high street so being with other independents makes customers feel like it’s their own little secret. People have to make a bit of effort to come here. And the other reason is that next summer Andre Balazs is opening his first hotel outside the US across from me. I met him December 2009 in St Moritz. By the time the hotel opens we’ll be able to build up the business.
Who is the Trunk man?
London is such an international hub for businessmen. We have bankers, lawyers, diplomats and actually quite a few chefs and restaurant owners. The Trunk customer is someone who’s made it so they’re confident in themselves and don’t need any flash brands to show off. They don’t want to look like they’re trying too hard.
Stockholm, Florence and Tokyo: what makes them such go-to places?
I’m from Stockholm and my sense of style is probably quite Swedish. I love going back home to see my friends and family. The thing I love about Japan is the attention to detail and the way people go out of their way to offer good service. I can’t deal with attitude. That’s what I’m trying to create for Trunk. I’m working really hard to make sure our standards are high. You can go there and find British brands that have been forgotten about over here. And Florence is where the whole menswear industry gathers twice a year for Pitti Uomo. When you’re running your own shop it can be quite lonely so it’s useful to get together with other small menswear retailers.
Describe your style?
Simple, clean, smart casual. Craftsmanship is important but I think it’s good to have a balance so I’m not too extreme.
How important is craftsmanship to you?
I work with a brother and sister in Milan who work with ladies who live in the area and hand sew their ties for them. It’s exciting to support a business like that and meet the people behind the craft.
Which items that you’ll be selling on COUTURELAB do you personally wear?
I like the Incotex chinos and the Boglioni jacket, both are very easy to travel with and can be worn in various situations. You could roll the jacket up in a ball and it’ll still look nice afterwards. The Trunk tote bag is something I use every day- I chuck in anything from magazines to my laptop. It’s great for travelling.
Who do you consider to be stylish?
Steve McQueen’s relaxed look is a good marker for Trunk I think. We sell t-shirts, jeans and suits under one roof and it can be quite difficult getting that mix of smart and casual just right.
Which era inspires you?
The 60’s before the hippies came around. The Ivy League, Mad Men look is great. I also the love the architecture and design from that period.
Where do you rate as a stylish spot for a vacation?
The Swedish archipelago or Positano on the Amalfi coast. I love being in a new city just walking around, I’m not one for museums. We recently stayed at a lovely new hotel called ‘Ett Hem’ (a home) in Stockholm (etthemstockholm.se) – see below.
Favorite hotel?
Just outside Tokyo they have these small hotels where you don’t need to think about what you’re going to order because they just have one menu. They even have outfits laid out for you so you don’t need to make any decisions. That’s luxury for me. In Tokyo: the Park Hyatt, in Sao Paulo: the Fasano is great (see below). In Positano: San Pietro is very old school and traditional. I’m not one for cool trendy places where the service is a bit flaky.
Pet peeve?
It’s quite difficult to get me irritated but people who stand still on moving sidewalks in airports.
What’s your passion?
Food is very important to me. I was a chef in the Swedish marines. I really enjoy cooking. I did the menus and had no price restrictions so they actually got quite fat!
Style tip?
Fashion is full of rules and you shouldn’t worry too much. My personal tip is keep it simple. People panic too much.
What else would you like to achieve?
I did hotel management in Switzerland so would like to open a hotel one day. I lived in Brazil when I was growing up so when I moved back to Sweden I got a job in a hotel when I was 16 because I missed the international atmosphere. But a shop is more manageable for now!
