It has been around for 8 years under different variations of the ‘Nag’ name at its current location in central Copenhagen, but honestly until recently I hadn’t yet visited the shop; a great mistake. The concept of the store as it looks today was introduced two years ago when the original Nag Store was relocated to the basement of Pilestræde 47. This gave room to rethink the entire set up and the changes truly appeal to denim lovers. I visited Nag Classic on a lazy weekday afternoon to expand my horizons and have a little chat with Herman, store manager and buyer of the shop.
The owners had various ideas about what the concept should be. One of them had the working title of “Canadian House,” a place for all the best Canadian brands, including Canadian Goose (which they are agents of in Denmark), but eventually they landed on “Classic”; a focus on classic items from classic brands.
Competition in the city centre is tough and many retailers are wooing for the same brands and customers. But Nag Classic seems to have a well established customer base. Most of them know many of the brands from way back and they are in some way often perfect representations of the classic wardrobe.
However, after the concept was launched Nag People (the company behind the two shops and the agency) became distributors of Filson in Scandinavia, and as the shop is the natural “working and functioning showroom” of the goods the strong presence of Filson has given Nag Classic a twist of lumberjack and workwear. In my opinion this only strengthen the concept as Filson is the classic among bag brands.
Being the agents of Canada Goose the shop is filled to the brim with the voluminous jackets during the winter while the other brands dominate in the summer. It’s almost like two different stores in one.
What’s really interesting from the perspective of a Denimhunter is Pace jeans. Nag Classic is one of the few suppliers of the nerdy Swedish jeans brand in Denmark. Somehow the breakthrough is a long time coming, but I’m confident that the passion and hard work of Pace will pay off eventually. Do yourself a favour and stop by Nag Classic to have a look at these jeans, you don’t need to wear a leather jacket and Brylcreem in your hear to rock these bad boys – but then again it won’t hurt you.
Contact information of the shop:
Reviewed by Thomas Bojer