A shop like no other. Rotterdam based concept store Gorilli started life, like many others, as a small online retailer – metamorphosing into a global shopping destination offering only the very best designer goods.
Casual-yet-cool. Not solely thinking of, or simply catering to the urban culture and lifestyle, but forming its own brand identity by selecting product that is progressive, particular, exclusive and unique. Having searched the world over to satisfy its tightly edited offering of high-end labels and coveted directional streetwear, the emporium offers a select, concise collection of limited pieces from brands such as BBC, Love Moschino and McQ.
Originally opened in 2008, the establishment recently relocated to a more prominent downtown location in The Netherlands' second-largest metropolis and redefined its retail approach, allowing the store to get back to its roots. In a city known for its maritime tradition, after being almost completely reconstructed following the bombings and desolation of WWII – architecture is unabated, bold and futuristic. Similar could be said of Gorilli’s new ambition – a redesigned, stand-out space. Its revised presentation of product displays a coveted brand list against a classic wooden backdrop, with matching floor tiles highlighted by lines of fluorescent tube lighting. Disregarding traditions of conventional retail – there’s no sales counter – products are purchased on iPads with receipts sent by email, and customers can be free to explore Rotterdam with the offer of storage lockers for goods or by taking advantage of the store’s shipping service.
Today, Jacket Required's agenda is to present, but not define its friend Gorilli through the words of its owner, Talat. A concept space for contemporary streetwear, high-end fashion, culture, art and more that's adapted to a changing retail landscape. Taking a bold pioneering move to reboot its approach and tighten focus toward forward thinking brands – simply put – it's ahead of the curve.
“The name – a mix of ‘Gorilla’ and ‘Guerilla’, is representative of the fact Gorilli was born out of the idea to sell the impossible – exclusive products from all around the globe which couldn’t be found in local Europe. The store is different to other menswear outlets, as it strives to be different in attitude and vision. We feel we have more in common with art-houses, musea and social habitats than menswear shops or retail in general.”
“With the previous store, we showcased a never before seen futuristic blend of form and function – totally capturing our identity. But since the market has changed, our new offer is a bold move back towards purity, authenticity and nature. Brand mix is conscious – we are focusing on a smaller portfolio than we previously may have – rarely introducing further labels, but embracing important high-end designers. We don’t want to become slaves of the new, we would rather be slaves of our own past – something we feel is more authentic and real. Though while we consider our main brands to include Comme Des Garcons and Y-3, we do promote fresh talent, picking up Daily Paper and Neige."
“At Gorilli – we try to be transparent in everything we do. Internet shopping has become more and more a feast for the eyes, so in order to maintain our store experience online, we have spent a lot of time creating a fitting image on both our website and across social media – trying to capture our own identity while continuing to remain on par with our contemporary image.”
"As we look to autumn/winter 2016, we hope to say goodbye to the craze on mediocre celebrity and snack fashion – and welcome the death of lifestyle – but that won’t happen any time soon. At Gorilli we would love to see a return of the French concept of fashion ‘de la mode’, which roughly translates as ‘the way I stand, the way I represent myself’."