Brand new: Retailer comes up with the Goods

‘Designers like it, even though we are rebranding them,’ says Kasper Hostrup, owner of Goods. ‘It makes the clothes more personal. It is the shop’s perspective on the brand, and customers can see the relationship between our images and those of the brand.’

This multi-branding enables Goods to pay a small homage to each designer. The usual roles of producer, supplier and customer are blurring in the new Brandtocracy.