MONOCLE : "Our favourite 100 shops" NΒ°29 INDIE


π— π—’π—‘π—’π—–π—Ÿπ—˜Β : "Our favourite 100 shops"




This shop unites two families and two legacies under one roof. Located in Vienna's central district, it broke convention with its modernist all-black design when it opened as a purveyor of silk in the 1960s amid a sea of sandstone façades.

When Harri Cherkoori took over from his father with his wife Praline Le Moult, they transformed the shop into a men's and womenswear destination that carries their own line as well as young local designers. β€œIt was the perfect family mix: we are in my father's shop offering our line inspired by Praline's greatgrandfather," says Cherkoori of their clothing line P Le Moult, which reproduces the original clothes of the famed naturalist, EugΓ¨ne Le Moult, who boasted the largest private butterfly collection in the world.

The French-style and Indian-woven pyjamas and loungewear are laid out on custom-made shelves originally devised to display butterflies. β€œIt is part of our heritage to explore fashion and retail from an adventurous and theatrical perspective," says Cherkoori, noting that the shop also has a cultural space which puts on exhibitions and other events aimed at bringing people together.

2 Strobelgasse, 1010 +43 (0)1 512 5196


In numbers

1966 founded

2018 rebranded and reopened

7 staff

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