I think the way we mixed brands and our styling was what set us apart. For us, Air Max sneakers were as important as the latest Jil Sander collection, and that resonated well with a lot of people. Our store in Malmö was a bit off the radar, but we managed to buy stuff that, at that time, was kind of ‘off limit0’ if your store wasn't high end enough. I think they were glad that a store far away in Sweden wanted to buy from them. If we were based in Paris it would've been impossible to buy, say, Comme des Garçons as they already had several stores and stockists there. So in a way, we could cherry pick what we liked. At the time, internet shopping was more for memory sticks and technological stuff rather than fashion.