Danish menswear label Shaping New Tomorrow opened its fifth German store on Thursday, driving forward its retail expansion in Germany.
Just over a year ago, the label opened its first German store in Hamburg in June 2021; another store followed in Cologne in March 2022, followed by a new store in Stuttgart at the beginning of June 2022 and one in Frankfurt at the end of June 2022.
The new store is in the best address in Berlin, at Kurfürstendamm 220, and has a retail area of 167 square meters. Based on the Danish “hygge” feeling (roughly corresponding to the German cosiness), this was mainly kept in light oak wood and a warm lighting concept.
“Danish drinks are served and each changing room is equipped with a service button that customers can use to contact the sales team directly via smartwatch. In addition, the cabins can be adapted to the different lighting conditions in everyday life or the smartphone can be charged wirelessly,” explains the label in a statement.
Shaping New Tomorrow was founded in 2015 by three childhood friends Kasper Ulrich, Christoffer Ulrich and Christian Aachmann in Aalborg with the aim of changing the way menswear is seen. It should definitely be a combination of comfort and style, raising the level of everyday clothing. In addition, it should be suitable for all situations such as everyday life, the workplace, festive occasions or parties and always be comfortable and stylish.
A high standard that Shaping New Tomorrow was able to meet with the help of a factory in Portugal. This originally developed fabrics for sofas, but now supplies the fabric for the label’s hybrid pants, Perfect Pants, and other items.
“A specially developed and trademarked technology called Freefiber takes comfort to a new level. The highest quality cotton yarn is spun with Lycra, resulting in the products’ distinctive weave structure. A pant that doesn’t stretch and doesn’t lose its fit. Pants that stretch in all directions – as you move, the pants adjust to you. A unique feeling of absolute freedom of movement,” promises Shaping New Tomorrow.
The label’s Essential collection, which consists of trousers, shirts and suits, is not only comfortable and stylish, but was also developed with the environment in mind, as it is made from sustainable materials: Repreve recycled polyester made from recycled plastic bottles, collected from the oceans. This is ground into fine pellets, melted and spun into a fine polyester yarn. Lenzing’s Ecovero viscose is also used to make the material soft, supple and breathable.
The label’s vision also seems to be shared by customers, as Shaping New Tomorrow already has five stores in Denmark, in Aalborg, Aarhus, Copenhagen, Odense and Esbjerg. Even if 70 percent of sales are currently generated with e-commerce, the retail business is to be expanded further in the coming years – in Germany with additional stores in major cities.