Deep within the futuristic depths of Shanghai, China, a city and country well-known for its fast-fashion consumption and commercialism, lies the beautifully minimalistic and sophisticated Eth0s boutique. Located in what was initially an underground bomb shelter, the store has now transformed its dark and eery walls into a timeless fashion retail outlet.
The boutique was founded on the basis to counter the lack of stores representing clothing created by designers, that focused on classic timeless styles. The name and logo originated from the idea that ‘ethos’ was what the brand wanted to bring to the local audience. To reflect the very essence of each designer, the stylistic ‘zero’ in ‘Eth0s‘ represents the concept of starting from scratch.
Particularly enthused by traditional artisanal handmade techniques, combined with experimental innovation of fabrics and construction: the boutique offers a well balanced, and carefully curated list of international designers. The designers works included have their own unique universe and philosophy in their collections, ranging from artistic brands such as Geoffrey B. Small, Elena Dawson, m.a+, Marc Le Bihan, Guidi to more contemporary aesthetics by Rick Owens, Song for the Mute, Devoa, Anrealage, and A.F. Vandevorst.
The interior design is a beautiful defining feature of the boutique. Having moved to this new space in June 2015, the brand worked with architect friend Alexander Moh from SURV SHANGHAI, a multidisciplinary design and architecture firm. Although the interior design alone took more than 6 months in design, planning and construction, it’s most certainly worth it. The concept for the space was to retain all basic elements of the original bomb shelter, with all previous artificial walls, paint and furnishings removed. Moveable racks split the area into individual spaces, allowing full flexibility, if ever wished to revert back to large open spaces.
“We try to create a relaxed atmosphere in the space, and as the new space is located underground, it is actually very private since we do not get a lot of passerby’s… We mostly let the clothing speak for themselves, as you really have to experience the fabric, fit, construction in person.”
As a boutique representing international brands in Shanghai, Eth0s have a curious interest in how traditional and modern styles can come together seamlessly, contrary to common perceptions. Collaborating with Taiwanese furniture design company Ning Ju (凝具), the duo brings together design, landscaping, furniture, clothing and craftsmanship to create a one-of-a-kind destination in Shanghai.
With special thanks to Nic Tan for his personal comments and press materials.
Visit Eth0s at 253 Jia Shan Road, Xuhui District, Shanghai 200031, China.