Building an Eternal Wardrobe: Key Insights from MQ's New Store Opening
As the leaves turn and autumn settles in, clothing retailer MQ is making a significant move by opening a new store in the MOOD galleria in Stockholm. This event not only highlights the brand's commitment to style but also emphasizes the importance of creating a sustainable and timeless wardrobe.
In an era where fast fashion often leads to excess and waste, MQ's purchasing manager for men's clothing, Marcus Wennergrund, urges shoppers to rethink their clothing purchases. He poses essential questions that consumers should contemplate when adding items to their wardrobes: Will this autumn coat or winter jacket be relevant years down the line? Does this wool sweater integrate well with my current clothing style?
Wennergrund notes the growing trend of overconsumption, suggesting that focusing on a basic wardrobe can lead to smarter, more sustainable choices. "With just a few basic pieces, you can build a long-term foundation in your wardrobe that is easy to match, timeless, and suits your style," he explains. However, he also highlights that there is no one-size-fits-all solution. Personal preferences and long-term clothing needs should guide each individual’s wardrobe choices.
To enhance the longevity of clothing, Wennergrund recommends investing in durable quality and versatile colors while avoiding overly warm garments. Layering is key: select clothes that can be comfortably mixed and matched across seasons, ensuring that nothing goes unworn. Wennergrund himself prefers a relaxed style, consisting of a few essential jeans, solid-colored T-shirts, overshirts, and cotton sweaters, illustrating how simplicity can lead to a vibrant and adaptable wardrobe.
Ylva Morud, the design and purchasing manager at MQ, emphasizes the versatility of the suit. A suit can effortlessly transition from a casual to a formal setting. By pairing it with relaxed T-shirts and sneakers, it takes on a laid-back vibe, while swapping in a poplin shirt and loafers elevates the look for a professional environment. "A suit can be worn year-round, and it’s all about being creative with your styling options," says Morud. For a truly adaptable piece, she recommends the classic white cotton shirt, known for its longevity and style versatility.
To ensure that garments last, care is essential. Simple habits, such as hanging coats on broader hangers and folding knitted sweaters, can preserve quality. Regular maintenance, like using a wool comb to remove pills and rolling clothes when packing, can prevent wear and tear. Additionally, creating an optimal storage environment helps keep clothes in top shape.
The grand opening of the new MQ store on October 25 introduces shoppers to a range of high-quality, timeless designs focused on essential wardrobe staples. The store offers not only a carefully curated selection of clothing but also personalized services to aid in creating the ideal wardrobe. Customers can book time with stylists who specialize in building functional basics that will endure through changing trends.
In addition to clothing, MQ offers a suite of smart services to encourage sustainable fashion practices. Options include personalized shopping assistance, a second-hand program for recycling old MQ garments, detailing and tailoring services, denim dyeing, and sneaker cleaning services.
As we embrace autumn fashion, it’s worth reflecting on how we can cultivate a wardrobe that not only stands the test of time but also remains kind to the planet. With insights from MQ’s Marcus Wennergrund and Ylva Morud, developing a mindful, long-lasting closet may become easier. Let’s aim for a wardrobe that values quality over quantity, ensuring that we choose pieces that we will cherish and utilize for years to come.
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