We ask the good people of Ideology Boutique for a moment of their time, to fill us in with the latest offering from this fine hidden little South Yorkshire bolthole,
Courtesy of Max Wadsworth, we thank you...
- Ideology been open since ??????
we opened our doors late 2008.
- How is business, in your experience since taking the plunge?????
Ok, its been tough at times though, especially in the first year. Starting with no customer base and having to build one up in a short time and in a hard time economically was never going to be easy. But i think we have weathered the storm now.
- Whats the ethos behind Ideology?????
To provide clean, classic clothing in exciting and exclusive labels. Stuff that doesn t directly fit into trends. Quality being paramount.
- How are you finding the current climate and direction in which your shop is going????
Due to the irregularity of business sometimes it does limit us in terms of trying new things out and taking risks. We have tight budgets and have to stick to them. However we are doing very well considering and by providing brands that arent available everywhere and are more niche allows us to have a more specific and loyal customer base.
- You are prob one of the most esoteric independent shops in sheffield, How do you determine your look????
We don't intend to be too different or alienate some people with the look or the way we go about our business. i just think most shops look the same and stock exactly the same brands. i want us to be part of something more substantial than your average menswear shop, have an ethos, have a core clientele that understand us and what we are doing. If people understand and like us then great. The thing i am proudest of really is that we have a customer base of all age groups from teens to guys in their 60's.
- The shop is minimal, whats the inspiration behind it, reminds me very much of how Albam started and Present/Trunk
Personal taste really. What i would like a shop to look like. Using traditional fixtures and fittings, mixing old and new. I love how shops used to look. The traditional outfitters and especially Old American Convenience stores. There is something more homely and warm about them. We have grown into our store. When we first started out it was a lot more minimal, mainly due to less brands and stock though. It is virtually how i want it to be now, just a few more tweaks here and there.
- Stocking some very nice brands of late and bringing them to Sheffield, what do you look for in a design or label????
i look for labels that are well made, classical and ultimately stylish. As well as that i always look to the routes and ethos behind a brand and whether they have the same beliefs that we do. Labels that are in it for the long haul and want to develop a reputation of quality and great looking clothing with tight distribution.
- Any recommendations for next season, whats next or you feel will be successful next season???
Its always hard to say. we try hard to stay away from predicting and using trends. I think people should buy what they want to buy , what there wardrobe is missing at that point.
Everyman should own a pair of well tailored shorts. Jerseys will be big sellers again i think, as well as chinos will continue to be the leg wear of choice in the spring/ summer.
- Whats your background before Ideology????
My brother co owned a store for a short while, i used to help with the buying, its where i got a taste for it. And
- Any personal favourite labels???
For me, it still has to be APC, i would happily have a wardrobe full. Just great simple well cut clothing. Understated. Great Denim.
Our legacy also. They use great fabrics. Their shirting is wonderful.
In terms of brands we dont stock i would say Albam is a favourite and also margaret howell.
- The shop has a great feel to it, any future plans, expand etc????
At the moment we just want to keep on doing what we are doing, get more people aware of us and come visit us. Moving now would be detrimental i think. But i cant rule out a move to a bigger space in the near future. If the right space comes along, you never know.
- What you wearing my son?????
APC new cure Jeans, Our legacy 1940's Check shirt, APC Worker boot from AW09 CollectIon and as always my detachable Nom De Guerre Parka from SS09.
- What is your passion aside from Ideology????
Football, Music and design. Having your own business is a nightmare for staying in touch with good music and discovering stuff.. never seem to have the time to scour gigs, record shops or the internet anymore. i feel well off the pace at the moment.
Football is another massive part of my life. My dad works in the game as a coach/manager. I played myself but due to injury had to stop playing a while ago. I still go to watch his games as well as the odd Wednesday game when i get a free weekend.
- Whats playing on your jukebox?????
Tame impala, an australian band. good stuff, psychedelic 60's vibes.
- Sum up Ideology for those that dont know in 3 words?????
Clean quality clothing.
Words by Thom @ Off_Hand...
Mucho