5 Mins With… Jakob Tornberg Of Trés Bien
While Tres Bien is considered to be “young guns” in the menswear retail community, it is hard not to mention their names amongst some of the finest select boutiques around the world. Besides what you see in plain sight, an impressive curation of men’s clothing from around the world modeled by store manager Sune amongst others, showcased on a simplistic, yet eye-catching web layout that not only pushes garments, but provides a substantial amount of genuine content, they have a very strong team comprised of very talented individuals in order to obtain these results. In rap terms, it would be safe to say that Tres Bien is “your favorite boutique’s favorite boutique.” Moving away from corny rap correlations, in this segment of “5 Mins With…” we catch up with Jakob Törnberg of Tres Bien who keeps behind the scenes, lending his hand in art and creative direction. Enjoy.
SLAMXHYPE / Name?
SLAMXHYPE / Location?
SLAMXHYPE / What’s your favorite thing about where you live?
Malmö is not a big city, but it’s not that small either. There’s stuff to do, but it’s still easy to get around. It’s situated by the ocean, which is nice of course. What I like about the part of the city where I live and where we have the office, is that there’s a great mix of people from different cultures; students, lots of young people, it’s a vibrant city.
SLAMXHYPE / Your favorite store in your city?
Must be Systembolaget (It’s the only store in Sweden you can buy alcohol), Malmborgs Caroli, Bukowskis, Lauritz & Pressbyrån at the Malmö Central.
SLAMXHYPE / What are three items you don’t leave home without?
iPhone, keys and my wallet.
SLAMXHYPE / What’s your favorite holiday location?
Flisehult, Småland. My mother has a vacation house there, it’s in the countryside in South Eastern Sweden. I’ve been going there regularly since I was a kid. The forest,
Lakes and fields, it’s very beautiful and peaceful.
SLAMXHYPE / One place you really desire to visit?
I would love to go back to South America soon, maybe Argentina or Chile.
SLAMXHYPE / What are the worst trends around today?
There’s this individuality thing going on, it’s almost cool to not care about the big issues and to focus on ourselves, ‘navel-gazing’. We come up with sophisticated ways to decorate our homes, hone our Facebook timelines and Pinterest pinboards, searching for the “right” products whether its luxury, ecological or local made stuff etc. All the while the economic system is trembling and at least in Europe, right wing politicians are popping up all over the place. It should always be cool to speak up against bullshit.
SLAMXHYPE / What’s the best thing to come out this Spring 2012 or to date?
I like the Dries Van Noten collection, also the Our Legacy collection for spring is great I think, quirky but wearable, very Legacy-ish.
SLAMXHYPE / What’s the must have item for you for S/S 2012?
I haven’t bought anything this spring, well except a pair of Vans Authentic I think, and a couple of basics from Our Legacy. Coped a Dries Van Noten coat/blazer last fall that I’ve saved for this spring as it’s kind of light in fabric but too warm to have indoors. I should buy a computer, I don’t have one at home.
SLAMXHYPE / What are you reading?
I always have several books going, let me see: ‘The Brand Gap’ (Marty Neumeier) ‘Grid Systems in Graphic Design’ (Josef Müller-Brockmann) and ‘New York Boken’ (Martin Gelin & Eva Wisten).
SLAMXHYPE / What are you listening to?
I listened to Nicki Minaj’s new album earlier today. On the whole, it tends to be a lot of Hip Hop I have been trying to stop but I always seem to come back to that genre, haha.
SLAMXHYPE / What’s the best film you have seen in the last year?
Got a poor memory, can’t recall a whole year back, but the ones which stuck in my head the few last months are ‘Bleu’ (Kieslowski) and ‘Melancholia’ (Lars Von Trier). Want to see the new Avengers flick though.
SLAMXHYPE / Your favorite website?
I’m a terrible browser, tend to check a handfull of the same sites year after year. BBC for news and the Swedish sites Sportbladet for the soccer news and Sydsvenskan for the local news. I guess Facebook and YouTube.
SLAMXHYPE / Do your parents understand your job?
Partly I think, but my mom as well as others seem to think it’s all fashion and clothes, but in reality it can go weeks without me even touching a garment. There are a lot of different things going on with the company.
SLAMXHYPE / What is something people might not know about you?
I was in a hip hop crew as a kid, The Funky Macaronies, I was the doing the beats, Mike Mc was the rapper and Bone sang the hooks, haha.
SLAMXHYPE / What influences you on a daily basis?
I work a lot with the art and creative direction of Très Bien, at the moment I’m doing some Re-design of the website. For that I get inspired by fashion magazines and other publications; for ways to work with images and typography, and big websites like Amazon and Zappos for more specific ideas – on how the shopping cart could be placed for example, things like that.
For the bigger picture, how we should communicate things – how it should look and feel – I get inspired by a wide variety of things that capture me. Whether it be art, music, fashion, pop culture etc. it’s a lot more difficult to specify but it tends to be stuff that speaks directly to you. It can be complex, but not cluttered. It should be like Bang! It hits you and you feel it or not, could be a Francis Bacon painting or Dr. Dre beat. That’s how I want it to be with Très Bien, take away all the unnecessary details and get to the essence, to try and create that magic that makes the brand appealing. I also try to read about how other companies work with different things; business literature and magazines. And of course my colleagues and companies we work with influence me a lot too.
SLAMXHYPE / What will you do after this interview?
Give my cat an insulin shot for his diabetes, eat some food and then go to bed.
Many thanks to Jakob Törnberg for Trés Bien.