Miksajo is Esperanto for ”a mix” and was exactly what Fredrik wanted to offer when opening Miksajo in Gothenburg in 2015.
— My products are a mix of great design and quality rather than big logotypes and a mix of established international brands, such as Maison Margiela, Dries Van Noten, and Commes Des Garcons with local ones like Horisaki, Yasar Aydin, and Oh My Eyes, he says, adding: We’re the only retailers for many of our brands, not only in Gothenburg but in the entire region.
His special summer pop-up Miksajo Eyewear at NK department store in Gothenburg carries 80% sunglasses while the rest includes bags, shoes, fragrance, and jewellery.
— We’ve always had a strong sunglass offering. Our pop-up will carry Thom Browne, Moscot, Matthew Williamson, Rick Owens, Kuboraum, Maison Margiela (also with shoes and bags), Dries Van Noten (also bags), Henrik Vibskov (also fragrance and shoes), Chimi Eyewear, Oh My Eyes, Erdem, Cutler and Gross, Yami, Alessandra Rich, Eyepetizer, Westward Leaning, Linda Farrow, and No 21. It’s just like shoes, you simply can’t have too many sunglasses. The range also includes Eight & Bob and Meo Fushoni’s fragrances, shoes by MM6 by Maison Margiela and Primury, Want Les Essentials’ bags, Yasar Aydin and Jonathan Härngren’s jewellery and much more, says Edbom.
What do you think about the future of retail?
— I believe in retail. We’ll see a few tough years ahead and the trends in general and the trendy brands in particular swifts so fast. When brands are peaking, all you know is that they’ll soon be replaced by new ones. But I think that if you create a store with a strong and unique offering in an inspiring environment, customers will come. And I also believe that people will become more climate-smart over time, meaning less orders and returns back and forth from webshops, says Edbom.