JEANERICA OPENS IN SÖDERMALM
words by FELICITY CARTER
JEANERICA has opened its second Stockholm store, taking over a 1937 building on Nytorgsgatan in Södermalm. Designed with architect Daniel Östman, the space looks to Swedish modernism and the work of designer Margaretha Köhler.
Stockholm denim brand JEANERICA has a new home in Södermalm; following the opening of its first store on Nybrogatan in September last year, the label has headed south for its second location at Nytorgsgatan 36A.
Founded in 2018 by Jonas Clason and Lena Patriksson Keller, JEANERICA is loved for its cool denim, as well as its everyday wardrobe pieces. For the lastest Södermalm space, it takes its cues from the neighborhood and the building it occupies -- and there's plenty to work with here. The store sits inside a building designed by Swedish architects Backström and Reinius in 1937, with its original teak and brick façade. Clason and Patriksson Keller worked once again with architect Daniel Östman, who also designed the brand’s first Stockholm location.
Inside, the starting point was Swedish modernism, particularly its warmer side, with natural materials, textiles and contrasting woods used throughout. One of the key references was Swedish designer Margaretha Köhler, who founded the interiors store Futurum with Marie-Louise Idestam-Blomberg in 1934.
Köhler was one of the leading female designers of the time in a largely male-dominated industry; Futurum became known for its minimal furniture and complete approach to interiors before closing in 1942, and her work has since become considerably less familiar than that of some of her contemporaries. Patriksson Keller said, “We started from the space itself, right from the beginning, the building, the light, the history held in its walls. We looked closely at Swedish modernism and at Margaretha Köhler, and the more we dug into her work, the clearer it became that this was the feeling we wanted to capture in this store.”
As you'd expect, denim has its own dedicated area, Apoteket, that's constructed from dark-stained and light birch, while further inside is The Dressing Room, conceived as somewhere customers can take their time trying things on.
Södermalm, known for its creative and cultural history, offers the neighborhood feel the founders wanted for their second Stockholm address. “We’re inspired by the cultural presence Södermalm has always had, and we’re looking forward to becoming part of the neighborhood,” says Clason. The new store gives JEANERICA a second Stockholm home, while keeping a character of its own.
