If you were ever to visit Liverpool in the UK, one of the fashion stops you should make is SEVENSTORE, a globally curated mecca of luxury brands, streetwear staples, and tech outdoor brands. You will find designers like Issey Miyake Homme Plissé and Raf Simons who coexist harmoniously with Arc’teryx, The north face, and Solomon– as well as exciting emerging brands selected by its knowledgeable buyers.
Equally inspiring is the physical space itself. It is housed in a completely renovated industrial building located in the city’s vibrant Baltic Triangle area. Its minimalist design and spacious interior provide the perfect backdrop for the finely-selected products carried around the store.
We caught up with Mark MacDonald, SEVENSTORE Purchasing Director, to find out more about the impressive store and the brands he is excited about for the new season.
First of all, what is the meaning of your store name?
The store has real historical significance as our building dates back to the early 1800s and was a former industrial unit which was the heart of Liverpudlian’s first trade. The name SEVENSTORE refers to the seven main streets on which the city was built — it is a nod to the heritage of our vibrant city.
Tell us about the Liverpool fashion scene. What are the style trends and dominant cultures that we are likely to see?
It’s a real melting pot of cultures, micro-trends and opinions that make it such an interesting place to have a store. The outdoor trend has always been a mainstay of fashion culture here with brands like Arc’teryx and The North Face now mingling with more contemporary outdoor brands like And Wander, Klatermusen and Salomon S-Lab. Sneaker culture is also massive in the city, facilitating a strong membership in long-established streetwear brands such as Stussy, Parra and Undercover. The legacy of the early laid-back culture and the city’s long-standing love affair with luxury and contemporary fashion are also part of the mix. We sell all of the above brands as well as partners such as Issey Miyake Homme Plisse, Craig Green and Raf Simons who exemplify the range of consumers engaged in a global stable of brands.
How do you go about selecting the brands you wear. Is there a specific theme you like to stay close to or does the merchandise mix / narrative vary from season to season?
We always think about our consumer groups and what they want because they are at the heart of everything we do. It is well known that Scousers wants to stand out and maintain its individuality compared to other cities in the UK, so we always seek to organize our product selections in accordance with this attitude. The sneaker and outdoor culture will always be the lifeblood of the city, but I still want the store to evolve and embrace emerging brands as well as home to the powerful brands our consumers know SEVENSTORE for.
All businesses are going through a difficult time with the pandemic – how have you adjusted to this new reality?
We place content as one of the pillars of our business and this philosophy has enabled us to weather the pandemic storm by keeping our existing consumers engaged and bringing new consumers on board. Having a young, outward-looking team means we know what our consumers want to read, buy and share, and this has proven to be invaluable over the past twelve months. The real adjustment came from having to negotiate a business only on the web, which was frustrating after working so hard to establish a physical space in an out of town location. The rebuilding starts from April of this year and we are ready to start this journey again.
Who are the few emerging and established designers that you like in 2021 and why?
I like what Casablanca and 1017 ALYX 9SM have done so in recent years, as both designers have brought such strong identities to the market and our consumers are buying key parts that allow you to buy the brands in a ‘real’ sense. We also bought brands like Needles and Visvim from the store’s first season of opening and these remain core brands for the company.
Finally, do you have any exciting plans and projects coming up for SEVENSTORE this year that you want to share with us?
We always have a busy schedule! We are working hard on exciting and safe store events for our consumers, collectively we have missed this face to face interaction. This year is also very exciting for product launches and we have some amazing activations and content partnerships coming up with Arc’teryx, Nike and New Balance. After a year of fully digital activity, we are looking forward to physical activations again.
Shop the entire SEVENSTORE collection from Complex SHOP here.