Until recently, there was no store in Dublin bringing in rising British designers such as Craig Green or Matthew Miller to the retail floor. But since November 2014, all those walking by at Aungier Street 64 will come by Nowhere. The men-only shop was founded by Brian Teeling and David Erixon. While Teeling put in his previous retail experiences at Indigo & Cloth and Brown Thomas, Erixon brought in a high-affinity for digital and design, being himself founder of international design agency Doberman. The result is then a beautiful industrial-like environment where copper and wood are the key materials. But these guys take well care of their e-shop as well, upgrading regularly new editorial content and photo shoots to generate online revenues and increase the platform’s popularity. Interview by Lorenzo Molina

I’ve read that “the Nowhere name is a commentary on where masculinity and menswear is today.” For me, menswear today is by far a more exciting field than e.g. womenswear in terms of innovation on cuts, new silhouettes and material blends. Do we live in completely different worlds?
Haha No! And we would very much agree with you. However, we are curious about why more men don’t wear it. Is it access? Education? Confining ideas of men and masculinity? A lack of bravery - or perhaps interest? It seems odd to us that an area which is so expansive, interesting and energetic, is over shadowed by faux heritage, nostalgia and old, modernist ideals. So much of what men wear today is a reaction to what women wear. It makes us sad, but it also makes us want to change things. What we’re fighting for is affirmation of men beyond the current male resentment, to borrow a Nietzschean concept.

Storefront of Nowhere at Aungier Street 64, Dublin
Storefront of Nowhere at Aungier Street 64, Dublin

Within your brand repertoire, which ones are being overwhelmingly welcomed?
Naturally it is the rainwear from Stutterheim. This is Dublin, after all. But, to contradict that, we’ve sold lots of Sun Buddies too. The ethos and styles of Fanmail has also hit a mark among a broad group of people. And so has A Kind of Guise. Matthew Miller has done very well. In fact, we’re quite intrigued how well most of our brands have done considering all of them are new to Dublin.

You are the first store in Ireland to stock names such as Craig Green. How would you describe the fashion taste of the average Nowhere consumer? Is he willing to take risky and bold proposals and integrate them in his daily outfits?
The best way to describe our customer base is schizophrenic. We really have no typical Nowhere customer. Just analysing sales and footfall we cannot even find predictable or repetitive patterns. The other day we had a 70 year old cyclist stopping by and picking up something from the limited edition of Born To Fail by Matthew Miller. Then we had a fair lady coming in for some OTT Adidas x Raf Simons trainers. And we love that. We are not about one style or one customer. We’re catering for dividuals (as opposed to individuals) interested in something unique and playful, obviously with a great sense of quality and functionality too.

Nowhere: industrial-like environment where copper and wood are key
Nowhere: industrial-like environment where copper and wood are key
Parallel to running the store, you also produce a lot of editorial content for your site: own photo shoots, podcasts encompassing discussions on various male topics… Isn’t it a big time and monetary expense for a recently-opened store like yours?
We are totally DIY and we have a network of creative people around us that we do stuff with for the love of just doing it. Also, we have never used paid media so all our marketing efforts goes into creating our own stuff. But, a lot of the stuff we do we wouldn’t actually think of as marketing. We just do it because we have to. It’s why we started Nowhere to begin with. It’s our purpose. We’re just happy we also have a store that can help fund some of it.

Nowhere also offers personal shopping, personal deliveries and allows customers to buy online and return in store. I guess that you’re doing all this to compete with online retailers, right? Are you offering free shipping?
Our on-line shop is now almost half of our turn-over. And we hope to grow that a lot more. Partly this is because of economics — doing what we do, so niche, is not really sustainable in a small city like Dublin, but also, we always had a global outlook. We hope we can serve people independently of where they live. We have all migrated to The Network.

Of what exactly consists your wardrobe management service?
Good question. Mostly it’s people that want help with overview and inspiration on how to combine and contrast - and that want some inputs in how to upgrade it in a clever way. But also, oddly, we find ourselves helping lots of people how to look after their garments and how to make sure they get more use of the stuff they already own. In a way, it’s a very sustainable approach to what we wear. Most people only use 40% of what they own, but with our help and ideas hopefully they can get more value out of it. Also, we do help people put stuff on eBay. Pay it forward.

Who takes care of your social media channels? Do you follow a certain strategy here? Can you share some tips for aspiring retailers?
It’s a joint effort. Everyone working in the store has access to all our social channels. However we’re not very “strategic” about it. Our groove is more spontaneous and intuitive. We post stuff when we have something to say – something we think is interesting or fun. We hope it is as schizophrenic and dividualistic as we are. We are, in other words, terrible role models.

Consumers will find high-fashion proposals from names such as Craig Green
Consumers will find high-fashion proposals from names such as Craig Green

64 Aungier St
Dublin 2