Swedish label Dunderdon have opened their new US store in Soho New York. Dunderdon was founded in 1997 by carpenter Per-Ivan Hagberg. Whereas fashion and design often rely on turbulent reinvention to maintain relevance, Dunderdon’s philosophy draws on the artisan’s faith in the tried and true and their commitment to a journey of steady refinement. Designed with the blue collar or ‘no collar’ creative in mind, comfort and purpose and simplicity are paramount.

Cool Hunting have taken a tour of their new Soho store, which displays Dunderdon’s products in warm homely, cottage-like environment, complete with kitchen table and all. Quite a nice antidote to the usual blindingly uber-minimalist shiek that defines contemporary high-end fashion. Hit the link for a closer look.