Fashion Interviews

Chrome Store: modern vintage meets Berlin edge

Chrome Store is a vintage designer store selling a mixture of independent Berlin designers and handpicked vintage pieces. The store’s vibe is as chic and chilled as owner Jochen Drewes – we recently paid him a visit to talk about the store’s concept and hear Jochen’s style advice for winter.

Tell us a bit about Chrome Store?

Chrome Store is a high-end vintage designer store. But it’s also a place where you can find affordable unbranded items from the 80s and 90s, along with gifts and accessories made by local Berlin designers.

In other words we have a massive mix of products. We originally went for a cool, clean aesthetic, but this has evolved over time and our customers love that we change it up. You’ll find an & Other Stories top, a Miu Miu coat and a non-branded vintage piece all on the same rack.

When did you launch?

We opened in August 2015.

Whereabouts are you based?

We are based in the heart of so-called “Kreuzkölln”, the area lying between Kreuzberg and Neukölln in Berlin.

How did you get into fashion?

I was actually a psychologist working as a university researcher, but I got fed up of working in an office and being employed by someone else. My boyfriend at the time was a stylist and gave me the inspiration to open my own vintage designer store – not to mention a great list of contacts and a ready-made network.

 What’s your advice for anyone who wants to launch their own store?

You have to be consistent. You need to find a niche that makes it unique in some way, something special. And do your research to find the right area if you have a physical store. For instance, I chose an up-and-coming Berlin neighbourhood that’s not too expensive, but is popular with tourists.

Why do you think video is important for selling?

Video is really coming up in fashion. Designers now do their lookbooks in video, and will always capture behind the scenes footage from shoots. People crave moving pictures, they want to see more details on clothing – and get a true picture of how it fits. Photos can be deceptive in that way, heavily touched up with clothing pinned and modified to give it more shape. It’s harder to do that with video and you can also see more details on the clothing and get a better idea of how it moves and flows with the wearer. In some ways it’s more honest.


What are your top three style tips?

  • It’s all about layering – this year I dropped the big winter coat and chose to wear multiple layers with a lighter jacket underneath
  • It’s winter so go cosy with cashmere and merino wool
  • Accessorise with a great bag and gold jewellery

What’s on your Spotify playlist right now?

I keep alternating between Reggaeton classics and Christmas songs by Sufjan Stevens. It depends on whether I’m in the mood for something festive or in need of sun!

Shop Chrome Store’s vintage designer styles on YEAY. Download the app in the iTunes Store or on Google Play