Occupying a prime spot on Curtain Road in Shoreditch, GOODHOOD has spent the last ten years leading the way in streetwear and lifestyle retail in London. With two floors of carefully curated men’s and women’s garments, homewares and cosmetics, the shop has created its own unique culture. Recently, we had the chance to speak with co-founder Kyle Stewart about how the store operates and what he envisions as the future of GOODHOOD.
At what point did you decide to start GOODHOOD? What were you doing prior?
Myself and my partner, Jo Sindle, were working for some mega brands and kind of hatched the idea there. I was a graphic designer and Jo was a denim designer. We had worked for pretty much the biggest apparel brands in the world at the time.
What was the original concept for GOODHOOD and how has that evolved over the last decade? The original concept was to be a truly independent shop selling well made independent designers. We were so horrified by the bureaucracy we found in the corporate world that we felt it was time to do something of our own.
How do you find working in a partnership? Do you have separate roles?
Together, a partnership can be a powerful combination and it help us make our business grow in a different way. It’s always great to have someone to bounce ideas off of and we find this dynamic very integral to our success. We do have completely separate roles, which cross over in small areas but, of course we have learned it is more effective if we run individual parts of the business.
What are some of the pros and cons of working in a partnership?
The pros are you have someone that can push you and is not afraid to challenge your ideas. I think it’s healthy for the development of our business and our relationship. Of course someone who will not bullshit you can be hard to take at times, but I feel we have both learned how to feed off the one another's ideas and be able to hear what you might not to hear. I personally have found the journey very rewarding as a creative and as a team member.
You have a really diverse selection of brands, how do you go about selecting each one and what other things do you look for when selecting what to carry each season?
There are so many different things we reference when choosing brands. I personally have a photographic memory when it comes to clothes and I'm constantly cross referencing things in my mind. When we see something we like, we consider its reference points as a garment, where the idea came from, where it’s going, how it will fit into our selection, how well it is made and how our customers will respond to it. We definitely like to change shit up, and try not to play into clichés. If something is ‘cool’ or whatever, I really am not fussed and would almost rather go the opposite.
Do you go to fashion and trade shows or do you do all your buying online now?
We go to trade shows, not fashion shows. Fashion shows are completely pointless for us and filled with people who have nothing to do with our business model. We like trade shows; it’s great to meet the people we deal with face to face and build meaningful relationships. Do they have style and flair and tell a good story about their brand? This is important to us. I’d hate to think about doing it all online and actually. I think it’s impossible because we need to see and touch the garments.
You have done a few collaborations with the brands you carry, is there any one in particular that is a favourite or stands out for you?
The project with Clarks was a great one from last year and beyond that the first collaboration we did - which was with Norse Projects, was really cool.
What is in the future for the GOODHOOD brand?
More collaborations, deeper relationships, new lines, a cafe, hotel, space rocket and we might move into the weed business.