On a recent day I decided to do a bit of window shopping in the Hackersham Market district of Berlin. This small enclave is known in the city for having mainstream and lesser-known labels on side streets. Despite being overrun with tourists there is a still a fashion forward feeling in the area. COS, the Swedish minimalist brand has a flagship store on the Neue Schönhauser corner that recently reopened after weeks of renovation.
Popping in, there was an upscale look with store displays, furniture and lighting, banging up to date the space carries. The clean line design brand now has seasonal fashion shows. Chicness does come at a price. Remembering a time when COS was affordable while being different, there is a bit of buying loyalty in my shopping behavior towards the H&M subsidiary. Several well stacked t-shirts, a jacket and sweater hang in my closet from the 18-year-old label.
Looking for something spiffy, I saw a grey deconstructed suit on the mannequin. Feeling the material, wool but something mixed in. Checking the inside tag: 60% wool, 40% Lyocell. Jacket was 199 euros. the double legged pants, 149 euros. It was a bit of a sticker shock. T-shirts are now 39 euros.
The other part of the surprise, MADE IN CHINA. Marketed as a stylish step above fast fashion yet made in the same place as a 1.99 euros skirt from the same Asian Factory. I had to wonder is COS just putting Satin Polish on a Pig. The outerwear coat made in Romania came in a hefty price of over 400 euros. Was this coat worth the price? A humble opinion, 100 euros over the mark.
Cos seems to want to transition in all directions. Go upscale in the selling environment, yet mass produce clothing, increase the prices. Would buyers respond to better quality over ambience? The management in Stockholm is betting “No”.
If the gray suit goes on sale by 40% off, then yes, I will buy it.