PROFILE
Left: Eric Fagarindo
Right: Peter Jonsson
In 1999, he co-launched the Sneakersnstuff (SNS) sneaker store in Stockholm. Since then, they have opened stores in London, Paris, New York, Los Angeles, and Berlin.On December 14, 2019, they opened their first Asian store, SNS TOKYO, at Log Road Daikanyama in Daikanyama, Tokyo.
From Stockholm to the world . And to Tokyo.
Last year marked the 20th anniversary of the opening of SNS. Could you tell us how far you have come?
Eric:We were originally enthusiastic sneaker collectors, and our love of sneakers led us to open "SNS" in Stockholm , in 1999. Shortly after that, we also launched an online store.
Peter:In the beginning, we were young and only stocked and sold what we liked. Perhaps a large part of what we did was out of passion. After a few years passed, we became aware of the need to get it off the ground as a business, and in 2011, we started to expand overseas.
Eric:. SNS is not the kind of business model that would allow them to set up several stores in Stockholm. . To expand our business, we needed to look abroad.
SNS" is well known among the core sneaker freaks in Japan. Why did you decide to open a store in Tokyo at this time?
Eric:When we decided to launch "SNS" globally in 2011, we had the idea of opening a store in Tokyo. However, the timing was not quite right. Now, we are finally ready to open a store in Tokyo.
How do you see the sneaker scene in Tokyo?
Peter:The sneaker scene is global and homogenized. While Tokyo is certainly a large market, , the scene is not significantly different from other cities.
Eric:Japanese people are good at lining up, I think. I have the impression that everyone lines up in an orderly fashion without any major confusion. . In other cities, it is terrible in some places.
Peter:We ourselves used to shop at "Atmos" and "Mitasneakers" a lot. There was also a cozy store in Uraharajuku that sold limited-edition Nike products. . But after we set up our own store, we rarely walked around the city to shop. Our visits to Tokyo are more as inspirational trips. Tokyo provides us with all kinds of inspiration. The places we go are not limited to sneaker stores.
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