The Obtainer - 8/16/23, Wednesday
↦ Style Strategies: Henrik Berg of MORJAS
Wednesday, August 16th Edition
They say you can tell a lot about a man from his watch and his shoes. Well, today’s guest has outfitted some of your favorite stylish men with some incredibly handsome footwear. See where he shops, how he saves, and what’s currently on his wishlist.
- Leon Hedgepeth, Shopping Editor ⋯ @leonhedgepeth
Style Strategies
How the Footwear Founder Shops
Henrik Berg created MORJAS in 2017 out of frustration with what he couldn’t find. He admired so many heritage footwear brands, but saw a disconnect between the product and the overall shopping experience. “When I invest in something, I want to feel a connection, a bond—some inspiration,” he says. “I never felt I could settle for a five-star price and end up with a three-star experience.” But Berg has achieved that feeling with his Swedish shoe brand by offering a restrained yet intentional collection, a modern business model and an inviting brand experience. The company's direct-to-consumer model has positive benefits like better pricing and quality ratio; however, Henrik relishes the opportunity to have control of the entire process, from the first stitch made at the factory to customers taking their first step in their shoes.The brand's shoes run the entire gamut of “grown-up” footwear. Their drivers and espadrilles are perfect for island hopping in Spain, while the boots and sneakers are comfortable enough for daily hikes across the Swedish mountains. It's no coincidence that Henrik makes shoes for well-traveled folks—he credits the brand's stylistic approach to his Spanish-Swedish origins. “Growing up in Spain, I saw well-dressed people who focused on the craft and the classics,” he says. “In Sweden, on the other hand, we still take craftsmanship very seriously, but with a bold approach.” Henrik's style is timeless yet modern, and it's clear the guy has a passion for the classics. We caught up with him to see why this was the perfect year to open their first flagship store, why he's on the hunt for old Italian furniture and what city has his favorite coffee table books.
We firmly believe in investing in your footwear. But how do you convince people that quality shoes are worth it?
Good shoes are always a good investment, right? With a pair of well-made shoes, you can quite literally have them forever by taking good care of them. Timeless style can be a significant confidence boost and will lift any outfit, whether it's your best suit or a casual look with jeans and a T-shirt. You never regret having a solid pair of shoes on your feet.
Penny loafer, $349 by MORJAS
The brand has been around since 2017, but you just opened a flagship store this year. Why now?
Opening a store has always been part of the long-term plan. It has just been a matter of timing. We've been laser-focused on sculpting the product, the brand, and the digital experience. We prefer to do a few things well instead of many things just okay.
We've always had a showroom as part of our offices. We've had it open one day a week in every office we've had. And every day of the week when we've had it open, there has been a lot of traffic and buzz. So, from a business standpoint, we've had a five-year test before going all-in on a physical flagship store.
Evening shirt, $208 by Camiceria Mazzarelli
How would you describe your style in five words or less?
Timeless, chic, contrasting and qualitative.
What’s one item that every man needs in his closet?
A great white shirt. Crisp and well-made, with a relaxed but sharp collar. It will never let you down.
Evening shirt, $208 by Camiceria Mazzarelli
What’s one item that you cannot part with?
My noise-canceling headphones, together with my favorite Spotify playlists.
QuietComfort earbuds II, $299 by Bose
What’s something you’re looking to buy at the moment?
I've been on the lookout for some well-used Cassina 412 cab chairs. I would love to find a pair with a beautiful patina and distressing.
Cab chairs,$2,000 by Mario Bellini for Cassina
Three favorite brands, currently?
Do you shop more online or in person?
It's a spread of 80% online and 20% in person. I love shopping online because of the ease. But the experience has to be seamless and inspiring. When shopping physically, it's always nice to get good service and to be able to feel and see the products. It's an excellent opportunity to get a better impression of the brand as you experience it upfront.
What city has the best shopping?
I have to say London. Each area and neighborhood have something unique to offer. I always search for fun coffee table books, niche perfumes or great shirts.
What’s a necessary extravagance for you?
Great food and wine.
What is something you like to save money on or refuse to spend a lot for?
Art and interior design is something I don't mind investing in. I don't like overpaying for poor quality, both in design and actual product quality. But you can also find amazing pieces secondhand or vintage without spending too much.
What’s something you buy in multiples?
Nike sports socks.
Everyday plus cushioned socks, $22 by Nike
Which do you experience more: buyer’s remorse or regret for not buying something?
Neither. I seldom buy things on a whim. I think about them for a while. So once I buy something, I know it's something I've wanted for a long time.
Everyday plus cushioned socks, $22 by Nike
What’s one shopping hack that you can let everyone know about?
I'm not sure this qualifies as a “hack”, but my motto is “quality is remembered long after price is forgotten.”
The sales and discounts our team is currently watching.
This weather-resistant cap from Goldwin is made of 100% recycled nylon and is both soft and sturdy with a relaxed brim that can be flipped up.
$90 / $63 by Goldwin
A stylish catchall will help keep you organized, but they don't have to be a flat tray. This elevated take is made from 100% clay with a raw, yet smooth, textured finish.
$160 / $96 by Style Union Home
Patagonia is a trailblazer with sustainability in fashion, and this T-shirt proves it. The tee is made of recycled bottles and is one of the brand's lowest carbon footprint products.
$45 / $26.99 by Patagonia
These cargo shorts are made from 100% ripstop cotton with an adjustable belt built into the waistband. Buy them on sale now, because you'll definitely wear them next summer, too.
$148 / $74 by Carhartt WIP
Todd Snyder's epic summer sale is on, and one of the pieces we definitely stand by is the signature sweatshirt from his long-standing Champion collaboration. Get it for nearly half off now.
$88 / $55.20 (w/code ENDOFSUMMER) by Todd Snyder x Champion
This lightweight crewneck should be your go-to for morning jogs. It's designed from a four-way stretch recycled fabric, includes a chest pocket, and the flatlock seams don't rub against your body.
$129 / $77by ARKET
The best story from around the web.
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Sneaker collaborators literally only want one thing and it’s to wear a single color at a time. Irrespective of brand, season, designer, and shoe, monochromatic sneaker collabs are dropping by the shelf-load, all of a sudden. It’s like Skittles started dictating the sneaker market, though maybe a tad less colorful than your average bag o’ candy.”
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Weekend in Milano,Italy. Ready to explore the city.
July 7
