The illest kicks, the finest t-shirts, the most stylish designs, the best gear. A store but also a cool blog, Reede is THE spot for hip fashion in Estonia. We got the chance to talk briefly with founder Tanel Tepper, check the interview below. Of course he also did a little playlist for us. Enjoy!

When did you start Reede and why?

We started the store in April 2007. Blogging started silmutaneously. Reede was started because there was a gap in the market place and we decided to fill it.

How do you pick things you post on your blog?

Well, I post all the goods that come in the store. It’s a dirty job but someone’s gotta do it. Apart from that, we also have constant team updates with pics and videos. We also hold parties at Reede from time to time. All that goes up the blog.

What other blogs do you visit regularly?

Highsnobiety and Selectism – to keep myself updated on the game.
Arkitip Intelligence – lots of nice stuff over there.
Yimmyayo’s Tumblr blog – I’ve only been checking it recently, it’s fun.
Lots of local music, gangster and skate-fart blogs – K6rvaklapp, Pilvineilm, Dzässiklubi etc.

Do you feel fashion and music are closely linked?

Oh they are, arent they? Very closely.

Your 5 favorite clothing brands?

There’s a lot of awesome stuff coming out of Denmark lately. I also admire a Swedish denim brand that’s got it made and they are cheap. They have managed to sell millions of pairs and still manage to keep it real. You know who I’m talking about.
On the opposite, there’s also a lot of awful design coming out. Especially from the US. Even Nike has missed so many shots lately.

Your 5 favorite sneaker brands?

Converse, Vans and Adidas because of the classics. Visvim for their unequalled approach. New Balance for their excellent fits straight out of the box.

What do you listen to these days?

I listen to all kinds of music to suit the mood I’m in. There’s driving music, music you listen at work, music to dance and get naked to, music for when you feel lonely, music you only listen to once. These go from the Metallica Black Album to Daft Punk Homework to Santogold to Sigur Ros to Gentle Giant. Hell, I even listen to some drum’n’bass when im really busy and need the tempo.

How do you see the blog game evolve?

I think blogs are a useful tool for businesses and for anyone who wants to promote themselves. The user created content is immediate and direct. There’s no media or censorship to scramble what you want to say. Of course, the blogger has to take the consequences for every word blogged. After all, there’s so many great things to blog about and you can get really creative. Although I use blogs for entertainment purposes only there’s another direction and that’s where I think blogs are going – more firsthand experiences, scientific and factual information.

VISIT REEDE.EE

VISIT THE SHOP:
Kauplus Reede
Tartu mnt 28
10115 Tallinn
+372 660 9570
hei@reede.ee
www.reede.ee

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