The M/S GOODS is a collaboration between Mismo and GOODS celebrating the ten-year anniversary of GOODS as a destination for Copenhagen’s most stylish denizens. When two Danish brands that have garnered loyal followings for their distinctive commitments to functional design and luxury decide to collaborate, it’s worth noting. As we get ready to celebrate this exciting launch, we sat down for an interview with Kasper Hostrup, the founder of GOODS and Adam Alexander Bach, the co-founder and CEO of Mismo to explain the thoughts behind the collaboration.
Can you talk a little bit about the GOODS x Mismo collaboration? What was the inspiration behind the design?
Adam: First of all, we aimed to create a bag that could cater to the needs of the Copenhagen commuter – stylish and functional by its very nature. The inspiration is our M/S Shopper, one of the first Mismo bags GOODS ever carried, and still one of the bags that both Kasper and I like the most. And as it so happens, as GOODS celebrates 10 years, we celebrate 10 years with the Shopper, so it just felt right. The M/S GOODS is a reinterpretation of the Shopper with some refined functionality to suit the urban sophisticate on the go, whether this is by bike, train, foot, what have you.
The Shopper is cherished by a lot of people, but it perhaps lacks a little of the organization that some crave. With this bag we focused on providing that organization, along with a refined and classic look. We added a large outside zip pocket on the front, with two larger slide-down pockets on the back of the bag, and three additional pockets inside. For the body of the bag we opted for a fabric that would be able to withstand the test of a person’s daily endeavors. Our classic hard-woven navy nylon ticked all the right boxes. It is one of our most durable fabrics, waterproof, has a broad appeal and is perfectly suited to GOODS and their selection.
Kasper: Out of all of Mismo’s many fabrics and colorways, the navy nylon was the first we brought into the shop.
Adam: We added black bridle leather details and gunmetal accessories for a sharper, more modern look. And rather than bringing over the heavier removable leather shoulder strap from the Shopper, we wanted something that was in unison with the on-the-go aspect of the bag. For this, we added a webbing strap that does not detach, so people don’t need to make the decision as to whether or not to use the shoulder strap, it simply stays as an added support. Quietly co-branded with our signature Mismo logo rivet on the one side and the GOODS logo embossed on the other, it’s a pared-back and elegant commuter bag.
Kasper: The M/S GOODS shopper merges quality, function and good taste. It’s a bag for everyday use, perfectly suited to the daily bicycle commute to work, shopping or a weekend spent in any metropolitan city - being waterproof, it functions regardless of the weather.
Can you both talk a little about why you wanted to do a special development between Mismo and GOODS?
Kasper: It’s really about celebrating our ten year anniversary, about doing something extra to mark this milestone, offering the classic pieces that we’ve been selling over a long period of time, but with a little twist. Mismo has been along for a lot of the journey and it felt right to create something together.
Adam: This collaboration is a natural progression of the great relationship that we’ve had from the very beginning. We’ve been working together for five years now, starting with the small leather accessories. Slowly we’ve worked our way up expanding the selection to shopper tote bags, briefcases, travel bags and lately even the backpack. After five years, GOODS has perhaps the widest selection of Mismo in any shop in Scandinavia. Making a limited-edition bag was the obvious next step.
Why is Mismo such a good fit for GOODS and vice versa?
Kasper: I don’t think Mismo really has any real competitors in the way that they do bags. The product is perfectly suited to our selection at the store, and after five years we still get very good feedback on the products. The products are extremely versatile and most can be used for both work and leisure, which is exactly the note we want to strike with our selection at GOODS
Adam: We live in Østerbro, and we cycle past GOODS on the way to work every day. It’s always super inspiring to see different Mismo bags hanging in the window. It’s been a journey, and as we’ve worked towards building a global brand awareness, we’ve also seen it grow in our own little community and a large part of this is being carried at GOODS. It’s incredibly humbling to see people on the streets wearing our bags and enjoying them, and because of Kasper and GOODS we see this every day in Østerbro.