“Swedish and Exclusive in New York” – Dagens Handel

StephenFerber_MeatpackingDistrict
Interview with Stephen Ferber, Creative Director and Founder of Stephen F, in Swedish industry magazine, Dagens Handel:

“I’m a retailer, not an artist”, says Stephen Ferber – the fashion entrepreneur who, with his solid background in fashion retail, is now on track with building up his own brand. Based in New York City, his brand Stephen F has just opened its first flagship store in the trendy Meatpacking district.

Stephen Ferber’s maternal grandfather was a furrier and his paternal grandfather a tailor. His family was involved in running stores in the luxury warehouse NK in Stockholm, while also holding the rights for both Levis store, Dockers store and Red and Green’s concept stores in Sweden. Stephen started of working in the family business as a purchaser and store manager. Five years ago, he started working with his own brand, under his own name.

This summer he has opened his first store in the trendy Meatpacking District on Manhattan in New York City.

“In the store, we want to convey what the brand stands for. Super sharp but still humble and relaxed. We always give our customers something cold to drink, and provide our four legged friends with dog candy,” Stephen explains while stressing the importance of soft values.

“I want to build a lifestyle. My next space doesn’t have to be a store, it could just as well be a café or a bar.”

The brand is characterized by only being produced in very small series. It can be as little as 10 copies per piece, like with the characteristic reindeer leather jacket. Or the jeans that have only been made in 99 pairs.

“Wearing Stephen F should always make you feel unique, without the need of getting something tailor-made. People are looking for those unique experiences. There’s obviously a gap in the market. Otherwise, we wouldn’t have become interesting,” Stephen reflects.

The brand is sold only in physical stores. You’ll find the collections in high profile stores next to brands like Balenciaga, Givenchy and Paul Smith.

Making yourself visible is vital when building the brand. Opening a flagship store was one step towards more visibility. Working close to Swedish male model Alexander Lunqvist is another. Or the New York-based star goalie of the New York Rangers, Henrik Lundqivst. He is one of the brand’s renowned ambassadors.

“In the US, Mr. Lundqvist is a fashion figure who’s always seen in public contexts. He dresses like a gentleman, and he likes our style,” explains Stephen.

Stephen Ferber moved from Stockholm to New York just a year ago.

“We’re still a small company, and it makes it a whole lot easier if I’m here where it’s all happening. If you can make it here…” goes the famous song about The Big Apple and all it’s possibilities, but also about its challenges.

Click here to read full interview in Swedish.

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Welcome to the world of Stephen F. Stephen F stands for timeless style with a modern flair. Limited run pieces, off-the-rack.

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