Shop Review: [ei'kon]

In recent year, Aarhus has in many ways removed itself out of the shadow of Copenhagen. The combination of rural idyll, mini-metropolis, and a growing range of cultural experiences and education enhance the city’s appeal to the youth. On the fashion scene the city has as well stepped it up. Through two years of employment out of the three years I spent as a student in Aarhus this shop became my second home. Therefore, it is a pleasure to present this shop review from [ei'kon].

[ei'kon] is located in the centre of Aarhus. After more than 10 years in the city the shop has become part of the square fixtures. [ei'kon] has seen the most and been through both ups and downs. When everyone in Aarhus started wearing black skinny jeans it was in [ei'kon] they bought them, mostly from brands like April 77, Cheap Monday and Dr. Denim. Only the latter is still on the shelves of the shop. Later, when the financial crisis really hit Denmark in autumn of 2008 it was hard on [ei'kon]. Today, the shop is more vital and attractive than ever.

With its 400 square meters [ei'kon] is in the heavyweight class of shops in Aarhus. The many square meters is divided equally between a mens and a womens department, respectively, on the ground floor and in the basement. The range of brands includes Libertine-Libertine, Nudie, and Tellason.

The philosophy of [ei'kon] is experience-based shopping. Besides great products and great advice the customers are also a getting visual experience with every visit. On the walls of the high-ceilinged room hang art of up-coming artists and photographers.

Tellason for [ei'kon] jeans. The fabric is from Cone Mills premium line “White Oak,” and the leather patch is of course from Tanner Goods. This limited edition was produced in 24 pairs and is available for 1500 DKK.

Contact information of the shop:

Store Torv 14, st. th. 8000 Aarhus D, Denmark

[email protected]

Review by Thomas Bojer.

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Thomas Bojer

Founder and editor-in-chief at Denimhunters

Thomas got into denim through a keen interest in manufacturing and a love for the well-faded jean. He's based in Copenhagen, Denmark, but he travels as much as his job allows. Through Denimhunters he has found a way to share his passion with likeminded enthusiasts while learning more about the blue fabric. Thomas' favourite jean is the 1947 501XX and he has a soft spot for Red Wing Shoes.