Almost three years have gone by since brothers Emil, Benjamin and Alexander Marthinsen launched their brick and mortar store, F5, but the vision remains the same; to gather the most exciting, beautiful and interesting Norwegian brands under one roof. The store is located in central Oslo with a spacious, minimalistic and industrial feel and has quickly become a destination both for local fashionistas, and visitors with a taste for Nordic design.The three brothers behind the concept are also designers producing bi-annual collections for their clothing brands Arct. and GRAA as well as having designed and built all interior and furniture aspects of the retail space.
“The plan has always been to create a platform for Norwegian design in Oslo, but also take our selection of Norwegian brands to the international market” – says co-founder Alexander Marthinsen. To further this vision the F5 crew has made two trips to New York and recently returned from presenting six separate Norwegian labels during New York Fashion Week. F5 also operates as an agency and represents brands at annual trade shows in Copenhagen as well as regularly visiting other European cities to gather inspiration and to show Norwegian fashion to the world.
Based on the recent success and demand they are finally ready to launch their online store to the international market. To continue with the vision “we want the online F5 Concept Store to be as much of a digital mirror of the physical store as possible” – says Alexander. “In time, our goal is to have every item in the store available online as well and we are even talking about adding some of the furniture we make to the selection”.
Head on over to the store via the link below.
Photos by: Tuva W. Dyvik
Tags: f5, Norwegian fashion
Hailing from the west coast of New Zealand, Kelsey now resides in Oslo, Norway. His appreciation for functional well–made garments was gained during his time living in Japan and he loves the clean lines and minimalistic approach that Nordic designers have towards menswear. Kelsey is currently studying his Master's Degree in Scandinavia Consumer Culture and one day aims to open his own retail store.
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