Tell us a bit about yourself and what you do.
Born and raised in Stockholm, I am a 28 year old enthusiast of both entrepreneurship and menswear. Luckily for me I’ve created my own career path combining those two passions into creating the brand Myrqvist. So most of what I do is what I love to do, namely, create. Creating and innovating in terms of making a better business, but also creating new footwear.
Tell us a little more about your work and passion for shoes?
We do Goodyear welted classical men’s shoes and I believe that my passion for that comes from the fact that it is a much more complex product that most other fashion products. There are so many details that you can dive into when it comes to craftsmanship and quality materials that combined creates this beautiful product that will last for a long time and age beautifully. In my opinion a well taken care of pair of shoes, made from high quality leather, will gain character after each use and look much better than brand new ones.
How did the idea about Myrqvist come to live?
It all started with a simple idea, I wanted more men to discover the refined feeling of handcrafted shoes. For this to happen we needed to change the shoe business from the ground up. For a long time, this type of footwear has been associated with a hefty price tag, due to a larger number of retailers, agents and distributors between the production and the end customer. Thanks to the internet, we can offer our products directly from our factory to our customers, without the retail mark-up.
How has the industry changed over the last few years?
I think that more consumers today, as opposed to when we started (almost 5 years ago) have realised what value there is buying Direct-to-Consumer (D2C) instead of shopping from traditional retail based brands. In the beginning we felt that our price tag was sometimes met with scepticism, mostly because consumers didn’t know that most fashion retailers add a 100% mark-up or more. Today, with more brands in more product categories using the D2C model it doesn’t require as much convincing, but on the other hand there is more competition.
What inspires you?
People and specifically entrepreneurs who've got the courage to go their own way by following their own reasoning and gut feeling rather than taking the beaten path and adhere to the norms of society.
What’s your go to look for a day at the office?
I am a routine person and wear pretty much the same thing everyday, which typically includes black penny loafers, dark, straight, high-rise jeans and a white button down shirt. On top of that I usually wear a mid-heavy knit lambswool jumper.
Name 3 of your favorite shoes from the collection right now.
Our black penny loafer in calf, called Stenhammar, our latest Chelsea boot Elfvik and also our Jumper Boot Abisko in Grained calf.
What is your dream destinations and why?
As soon as I get the opportunity to travel, I will go to Seoul. Never been to Korea before, but from what I have seen I find their culture intriguing, which I would like to explore. Also they seem to have an appetite for classical menswear.
Favourite Restaurants in Stockholm?
I recently had dinner at Spesso, which has a great menu but also a fantastic view from the 12th floor with its floor-to-ceiling windows, something that is not very common in Stockholm. Otherwise I frequently visit both Kommendören and Trattoria Montanari which are located nearby my office and our old store.
Where do you see yourself and Myrqvist in 5 years?
In five years I hope that we have had a considerable period of time without Covid-19 and instead full with parties, weddings and traveling. I see that people all around the globe are visiting the Myrqvist stores to discover all the new shoe models that we will have released by then.
Name 3 must have garments in your wardrobe?
- A field jacket with many pockets from Aspesi where I can put all my stuff so I don’t need to carry a bag.
- A Navy all-year round suit for all occasions from Saman Amel.
- A somewhat oversized Harris Tweed raglan overcoat that keeps you warm during the winter without making you look neither too sporty nor formal.
Wynds 3 favoriter right now