(© Saskia Vanderstichele)
The new man is heureux, smells of whiskey and leather, and has switched his horse for a fixie on which to cruise around town.
The clothing industry has found a niche in the market and no longer leaves men out in the cold. And with good reason: today’s men no longer just grab whatever T-shirt or sweater is at the top of the pile in their closet. What’s more, men now no longer shun beauty products – what about an after-shave with a hint of whiskey or scented bags with notes of cigars and leather? Those shopping don’t even have to worry about pushy saleswomen because they have kindred spirits in the men at the checkout of Heureux.
The owner of the shop, Sébastien Liefferinckx, has attempted to create a whole world for today’s man. Heureux immerses you in a man’s world ranging from high quality organic underwear to a tough-looking parka with a fur collar. Sweatshirts by Fred Perry and the French label Cuisse de Grenouille, woollen sweaters by Hircus, and sneakers by Spring Court. The safe dark blue and grey shades are supplemented here with grass green and coral red. The whole shop forms a coherent whole and everything can be combined perfectly. All under one roof. The look is perfected with accessories like stylish mobile phone cases, laptop bags, and overnight bags, beautifully designed notebooks, and other toys for boys including fancy USB cables. And since you’re on the web anyway, heureuxstore.com will whisk you away to the “Heureux universe” with its own radio and newspaper.
The shop’s interior design was inspired by Scandinavian design: restrained yet warm, with wooden racks and copper-coloured light fittings. The white walls are decorated with graphic prints with quotes like “Biking is always a good idea” or “Do more of what makes you happy”, designed by Sébastien’s wife. In a former life, Sébastien worked in the Disney film industry in Paris, but he absolutely wanted to fulfil his dream of opening a shop in his native city. He loves the relaxed, jovial mentality of Brussels, which he missed while living in Paris.
The shop window on Kartuizersstraat/rue des Chartreux bears the logo that many passers-by have used as a backdrop for the perfect Instagram photo. The illuminated sign announcing that “this must be the place” fits this place like a glove. If the Tumblr on the website is to be believed, the Heureux man loves a decent cup of coffee in the city, but also adventure in the outdoors, vintage design chairs, fitted suits, and occasionally some functional nudity... Boys will be boys.
HEUREUX ••••
Kartuizersstraat 12 rue des Chartreux, Brussel/Bruxelles, 02-502.78.20, heureuxstore.com, ma/lu/Mo > za/sa/Sa 11 > 19.00
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