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Changwook Gu / Seongwon Par / Voo Store

This piece appears as part of “BERLIN, BERLIN” — a weekend-long virtual celebration of the city. Head here to see the full series.

For our BERLIN, BERLIN project, Voo Store is going cinéma vérité style—meet Hasan! The store operator behind the magic that is the iconic fashion concept store in the city’s cultural hotspot Kreuzberg. In “In-Store Isolation: A One Man Show,” Voo documents a day in the life at Voo Store during lockdown (wearing our official BERLIN, BERLIN merch). It’s the kind of irreverent sensibility that characterizes Voo Store — emphatically not a “luxury store,” but a “concept store”. As shots in the stockroom show plainly: clothes are clothes.

Throughout Voo’s photo essay, we find Hasan outside in the streets hauling in shipments to the office, up the shipment elevator, and into the stockroom and the office. Outdoor photographs show scenes on Oranienstraße, historically one of Berlin’s most multicultural districts.

Hasan moved to Berlin ten years ago, and came to fashion by working in deliveries and stock coordination. Seen from behind the scenes, the luxury world can seem perplexing to him. “I don’t really look at the pieces when they arrive, but sometimes I do see odd things where I can’t believe that people would actually spend so much money on,” he says. At the same time, he says he secretly loves it.

When asked about his latest fashion purchase, he shrugs his shoulders and says: "a T-Shirt." Ja klar.

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Changwook Gu / Seongwon Par / Voo Store
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Changwook Gu / Seongwon Par / Voo Store
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Changwook Gu / Seongwon Par / Voo Store
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Changwook Gu / Seongwon Par / Voo Store
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Changwook Gu / Seongwon Par / Voo Store
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Changwook Gu / Seongwon Par / Voo Store

Take a look at the photos, modeling our limited-edition capsule collection for Berlin, Berlin.

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