Hypebeasts Unite Over Zoom: How Swedish Menswear Store Très Bien Built a Virtual Retail Experience

As the world adapts in-person experiences to the virtual retail, Malmö menswear store Très Bien offers a glimpse of a familiar outing we often took for granted: lingering in a store, chatting with associates, and browsing without buying.

Founders Hannes and Simon Hogeman launched the Très Bien virtual store via Zoom, letting customers call in to talk directly with sales associates. Speaking to Vogue, the Hogemans explained that the goal was to foster a community-driven retail experience rather than replicate shopping online—hence their “no-shopping-involved” policy.

Visitors can access the virtual store through the Très Bien website during operating hours. By prioritizing connection over transactions, Très Bien demonstrates how building a loyal community is key to sustaining digital retail and online menswear brands during these unusual times.