Touch d'André, the shop, the myth, the legend, has been part of the Helsinki scene for 20 years. It’s a one-of-a-kind clothing store with a distinctive selection, never following trends or bowing down to whatever happens to be cool at the moment. The store has become iconic in its own right, known as much for its carefully curated collections as for Andrei Grozovski, the unmistakable personality behind the counter.Eva-Liisa Orupõld spoke to Andrei about style and the history of Touch d'André.
So, who is Andrei? Tell us a bit about yourself.
I moved from Estonia to Finland about 30 years ago and studied hotel and tourism management at Perho. I worked on cruise ships for quite a while, but eventually that ended and I had to come up with something new. So, quite spontaneously, I started my own business and opened my first clothing store in 2006.
You’ve worked with clothes for a long time. When did you first get interested in fashion? How did you dress growing up?
I’ve been into fashion ever since I was young and I’ve always worked in customer service. My mom grew up abroad, in a completely different environment. She was very chic and even had her own tailor who made her dresses – and my clothes too.
At school I sometimes got comments because I dressed differently from everyone else, but it didn’t bother me.
Whenever I traveled, I bought unique pieces you couldn’t find at home.
Tell us about your journey as a clothing store owner. Why did you want to start one?
Opening the shop was actually a spontaneous decision. A friend told me I had great taste in clothes, and there just happened to be an empty retail space downtown.
Back then – about 20 years ago – there wasn’t much available in stores. My first boutique was at Eerikinkatu 10, but it quickly became too small because there was always a line at the door. So I moved to Forum, and now I’m located in Itäkeskus.
Has the clothing business changed since then?
The clothing business has changed a lot over the years. Back then, nobody really questioned prices, but nowadays if something costs a bit more, people often won’t buy it. The arrival of fast-fashion chains in Finland completely changed how we think about clothes. Now it’s all about getting things cheap, and quality doesn’t seem to matter as much.
What do style and elegance mean to you? How would you describe your own style?
My style is pretty colorful and diverse. For me, the most important thing is that clothes fit well, match my personal taste, and that I don’t see someone wearing the exact same thing on the street. I wouldn’t wear anything too “chain-store,” or goth-style either. And I try to avoid skull prints – they’re a bit too dark for me.
Where do you get your clothes? What do you do in your free time?
I actually wear a lot of the same clothes I sell in my store.
The more unique the clothes and accessories, the better.
Outside of work, I’m more of a hands-in-the-dirt type. I have a big terrace full of plants and flowers. This year I had a really good tomato crop! In autumn I go mushroom picking and enjoy spending time in nature. At home, I’ve also got four aquariums.
How does fashion abroad differ from the way Finnish men dress?
In Finland, fashion isn’t that important to most people. Comfort usually comes first.
Let’s say you’re picking an outfit for someone. What kind of style tips would you give?
Everyone has their own style, of course. It all depends on what kind of person you are, what kind of work you do, and what you like. That’s what makes you look good.A quality suit is always a quality suit – you can see it immediately when the material is good.
I don’t just want to sell something; I want people to feel good about themselves.
If I think something doesn’t look right – if the color or fit isn’t flattering – I’ll say it straight out. Here at Touch d'André, we’re not just trying to make a sale.
If you could only choose one piece of clothing to wear for the rest of your life, what would it be and why?
Comfortable leather shoes!
That’s the most important thing.
What can people expect when they walk into your store? And what should they come to buy at Touch d'André right now?
At Touch d'André, you’ll find a selection unlike anywhere else. Right now, jeans with lots of interesting details – decorations, extra pockets – are trending. You’re always welcome to stop by and check it out!
Interview and photography by Eva-Liisa Orupõld