Itw by Antonio Isaja – Pics by Cristian “Murio” Murianni
We caught up in Zurich with Markus Cadruvi of DeeCee Style – reference shop for the top heritage-classic-street brands – and we asked him a few questions; here’s his interview.
HI MARKUS, CAN YOU INTRODUCE YOUR SHOP TO CRACKERS’ READERS… WHEN AND HOW DID YOU START OFF DEECEE STYLE?
I opened DeeCee Style around five years ago, here in Zurich bank district… the idea was to offer a wide range of apparel and accessories coming from the heritage and streetwear scene, for a clientele that is always wearing formal clothes during workdays and perhaps in its spare time, in the evening or during the weekend changes its get-up style and loves the type of brands we handle. I have to to admit, that in the beginning it was hard to earn customers’ loyalty; they weren’t used to a type of store with a vision that was completely different from the classic apparel scenario, typical in this area… now we’ve gained our clientele’s trust. Personally I entered this world more than twenty-five years ago, when I established the VMC shop in Niederdorf area, where I began selling vintage military pieces… the concept and the choice of labels evolved with the time and became similar to DeeCee Style.
CAN YOU TELL US MORE ABOUT ZURICH… WHAT KIND OF ATTIRE PEOPLE WEAR?
Different aspects make it very stimulating, especially the cultural mix of varied nationalities living here… They are mainly people working in banking, finances or insurance and often travelling. The shop is very appreciated for the diversity of the offered labels – all of them of the best kind – people see it as if the best bits of apparel world enclosed in just one room!
WHERE DID THE NAME DEECEE STYLE COME FROM?
Actually it’s simpler than you’d think: it’s the initial letters of denim and casual, perfect for a store full of denim and casual style!
CAN YOU TELL US WHAT ARE THE CRITERIAS FOR THE SELECTION OF YOUR BRANDS? WHAT MAKES YOU TO CHOOSE ONE OVER ANOTHER?
They have to be in tune with the mood and feel of the store, to respect quality, style and high standard that distinguish – in its own way – each brand within DeeCee Style. When it comes to research, I’m not the classic shop-owner who visits fairs, places an order and waits for the stuff to arrive in the shop… However, I visit trade shows to find some new interesting labels or to order more garments from the ones already present in-store, but the most important aspect of selecting brands is customer’s needs. I do highly esteem their opinion and their advices too, I observe how they dress and if they’re wearing an engaging piece I don’t know, I enquire about it and talk directly to them for potential supplies.
COULD YOU MAKE A SHORT SELECTION OF THE MOST REMARKABLE LABELS IN YOUR STORE?
No doubt our most remarkable brand is RRL, but also NEIGHBORHOOD (I started a business relationship with them not long ago); I think it’s a brand that will give me satisfaction within DeeCee. Also the Japanese company 45RPM (we’re already at the fourth year of collaboration) has achieved great success among my clientele. Within Italian brands, I would say President’s, Roberto Collina, Jacob Cohen… they’re different labels but they’re loved by my customers. I can’t forget Stone Island, one of the most important attire labels thanks to the great Massimo Osti’s innovations, and finally Canada Goose.
YOUR FUTURE PROJECTS?
I can’t tell what the future will set aside for me… I can say that at DeeCee Style we will keep on doing what we do with our own attitude, trying to reach out to more and more people and make them loyal to our shop.
FINALLY, WHAT’S DEECEE STYLE’S SECRET?
The service and the commitment to our customers. Every person that works here admires and knows our brands well, and they also try to pass on the passion to everyone entering DeeCee Style.