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Style, innovation & equality

26-year-old style icon brings iconic vintage store to a global audience

Nathaniel Asseraf’s curated, rare and extensive selection of vintage denim, leather jackets, timeless key pieces, workwear boots, military surplus sourced from all over the world is a huge hit online. It’s now also becoming available in a special pop-up.

Words: Johan Magnusson

Born in Gothenburg, the humble and stylish entrepreneur is the son of vintage store Broadway & Sons’ founder David and his wife, best friend and right hand in business, Christine. He lived in Paris and worked for Ralph Lauren for two years, before moving back to Sweden’s second city last year.

— I went home to work full time with the family business, which I had helped on the side with launching a full scale webshop with worldwide shipping, he explains.

Broadway & Sons was founded in 1982. It opened on Magasinsgatan in Gothenburg and offered a wide range of well-known 80s brands which hadn’t been seen in Sweden before, such as Chevignon and Schott NYC.

— Other than that it carried a fine selection of vintage denim, leather jackets and surplus. My father travelled a lot between Paris and Gothenburg to pick up new stock, both new and vintage.

Over time he started to fill the shop with more vintage and less new production but kept timeless key pieces such as B-3’s, peacoats, Perfectos and workwear boots. We stock those items until this day and they mix very well with the vintage clothing we offer, says Asseraf.

The store has a lot of international customers.

— For the last years, we’ve been buying a lot of stock around the world as the demand for surplus and vintage in general has skyrocketed. And since we launched our webshop and been open to a world wide public, we’ve had to expand with a bigger warehouse and buy larger quantities to feed the demand of particular items, says Asseraf, continuing,

— We’ve sold to more than 50 countries and to all the states of America, including Hawaii. Sweden stands for only 15% of our online sales. But out of those 15%, Stockholm holds at least 12-13%. So it felt just right to open a pop up in the capital.

Yes, tell us more about your temporary store.

— As mentioned, we know that we have a lot of customers in Stockholm who we want to meet in person. We will open at Munkbron 5 in Gamla Stan tomorrow, October 19, and staying until the 31st. The pop up reflects our vision of vintage style, likewise to what we try to represent in our Gothenburg flagship.