My trip to Berlin Fashionweek wasn’t only about Fashionshows – I also did some serious shopping research for you guys! That’s why Shopping Sherlock Wedekind ended up at the AMORPH BLACK Store in Berlin Charlottenburg and trust me: this store is my kind of candystore!! Racks full with beautiful T by Alexander Wang, Lala Berlin, Helmut Lang, Acne pieces…. plus amazing shoes designed by shop owner Iris Jorde herself. Just before I’ve lost myself in sale heaven I took opportunity and asked Iris some INTRODUCING questions:
When did you open the store and why?
I’ve opened the first Amorph Concept store in 2008, after working in the music business for over 17 years. Amorph Blue followed 3 years later and Amorph Black opened in 2012. Why? Just because I love fashion!
Why did you name your store AMORPH?
We built our store shelves out of concrete (concrete is liquid in the beginning and hardens after) because we love all moving and changing things – it’s the exact opposite of a crystal with its straight construction.
What can a customer expect at AMORPH ?
A mix of well-known brands that not every store is offering and good, affordable trend pieces.
Where do you find inspiration for your store?
Through Travelling! Most of the time I’m going to Paris (for order matters) –
I wish that people here in Berlin would spend so much money and passion for fashion like they do in Paris.
How do you choose the pieces for your store?
I choose within minutes – I’m very thankful to have a good fashion instinct and the right feeling for trends.
What is your favourite piece at Amorph?
My favourite designer is Helmut Lang since many many years, but my favourite piece this season is a sweater out of my own new collection !! coming soon…
Schlüterstrasse 37, 10629 Berlin
MO. – SA. 11:00 − 19:00