Anybody who has seen hip young things walking around Innsbruck with T-shirts and bags bearing the words "Es keat oanfach viel mehr gschmust" and wondered what it is all about should pay a visit to Laurin Strele Pupp and Florian Hauer in their trendy Nowhere Store in Innsbruck.
Let's be honest, nobody in their right mind could disagree with a statement such as "Es keat oanfach viel mehr gschmust", which roughly translates from Tirolean dialect as "We need a hell of a lot more kissing going on in this world". This tell-it-as-it-is statement first started appearing on stickers around Innsbruck a number of years ago, before making the transition to T-shirts, sweatshirts and bags. The two young men behind it are Laurin Strele Pupp and Florian Hauer, whose fashion label Nowhere has risen to fame throughout the region and beyond thanks in no small part to this straight forward statement on the state of lip-smacking action (or lack thereof) in modern society. Pupp and Hauer have recently opened their own shop in Innsbruck, the Nowhere Store, offering a range of fashion which perfectly reflects their attitude to life.
The Nowhere Men
As well as organic cotton T-shirts, sweatshirts and bags bearing the now-famous words "Es keat oanfach viel mehr gschmust", the shop also sells clothing, caps, sunglasses and bags by trendy international labels such as American Apparel, Nasty Naked and Boy London. All items are made according to fair trade rules and working conditions.
Nowhere is very young, very cool and absolutely affordable. Its design plays with the relationship between traditional and modern, conservative and rebellious. An example is one of their best-selling T-shirts declaring "Let’s carpe the fuck out of this diem!"
Let's be honest, nobody in their right mind could disagree with a statement such as "Es keat oanfach viel mehr gschmust", which roughly…
