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The Classical Contemporary

Friday, February 02, 2018

Store Review: Cord

Yet again, a modern vintage store opens its doors in the city, and Aakriti Patni visits Cord to sample the classic modern charm for which the store has come to be known!

A love affair between the vintage and modern eras gives birth to the contemporary chic store Cord, which fittingly opened its doors in the art deco neighbourhood of Kala Ghoda. As we strolled past the lanes of the culturally rich district of South Bombay and stood before the wood entrance of the new store, we were struck by a sense of déjà vu. The theme of modern minimalism colliding with that of classical vintage is one we have seen before in the city. Nevertheless, we could never get tired of the concept. There is indeed a magical element in play when classic styles meet the modern thoughts of today. While contemporary vintage fashion may be on a roll, there isn’t a lack of experimentation in design, and so, we held our breath in anticipation as we stood before the store’s wooden entrance. 

Cord is a visual reflection of the brand’s aesthetics and brings to life what the brand stands for — the handcrafted, home-grown, progressive and nostalgic. Founded by Neha Singh and Pranav Guglani, the store is the definition of the contemporary vintage trend intermingled with modern minimalism that is taking over the millennial style. As we stepped inside, a sense of nostalgia embraced us, with an old-school charm working its way through the interiors. The store reflects the journey that has inspired the designs, with vintage postcards adorning the small leather accessories on the shelves, little travel souvenirs tinkering around the MacBook sleeves that are on sale and clothes swaying to the vintage jazz blues that softly flow through the store. But, at the same time, clean lines and geometric designs hint at the modern minimalism that the store has taken under its wing.

Founder Neha Singh lets us in on the secret behind the inspiration behind the designs. She says that for them (Neha and Pranav), inspiration struck everywhere. From the old to the new, everything led to the inspiration of Cord and they worked hard to link the two eras that they felt needed definition and representation.

Cord is spread across two floors and its monochromatic colour scheme lends the space a vintage charm, while the exquisitely crafted accessories and delicately designed clothing collection place emphasis on the store’s modernism. The accessories, which thrive on the concept of ‘modern meets vintage’, are defined by their classic cuts and leather finish, while the dark, monochromatic colour scheme and subtle designs bring out the modern elements that are at play. 

While the accessories on display — which include tote bags, shoulder bags, laptop sleeves and travel accessories — feature similar designs that we have spotted in the city, what struck a different tune was the clothing collection. There were several collections on display that incorporated various themes. It often happens that designers who incorporate a sense of modern classicalism in their ranges tend to have either abstract or traditional designs. However, Cord strikes a balance, creating a clothing collection that is chic, trendy and modern, yet one that retains a classical flair.

A way to express one’s passion for travel, fashion and art, Cord defines the beauty of minimalism and the elegance of the vintage. Whereas luxury can be defined as what’s on the outside, for the brand, it’s what on the inside, or rather what’s behind the design, that defines the exclusive nature of their products. With a collection that may not be entirely novel, Cord is nevertheless magical, and we wouldn’t stop ourselves from going back, if just to dip our toes in a pool of the modern vintage once again.

Where: 21, Commerce House Road, Opposite Kalaghoda Cafe, Kalaghoda


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