Fondly called the Guru of Minimalism, Wendell Rodricks was well known for his minimalistic approach to fashion. The designer was considered to be way ahead of his time with his collection of eco-friendly, wearable fashion.
Commemorating his brilliant legacy, luxury fashion house Purple Style Labs, who bought the designer label in 2020, launched the first-ever standalone Wendell Rodricks Flagship Store in Mumbai on 23rd September 2021.
The cosy 700 sq. ft. store is located in the ‘Beverly Hills of Bollywood’—Juhu. The store along with its collections is reminiscent of the designer’s first store in his home state of Goa.
Echoing an understated minimalist vibe, the all-white store is adorned with antique photo frames of models and past campaigns along with the designer’s original sketches adding a personal presence to the store.
“The store is exactly like Wendell Rodricks and it’s not the Wendell Rodricks of the recent years, but the Wendell Rodricks of when we started in Goa; when he started to become famous. So today Wendell would feel at home in this store,” says Rodrick’s husband Jerome Marrel.
The launch also saw the unveiling of the first-ever Wendell Rodricks’ jewellery collection, which draws inspiration from the colours and geometric motifs featured in his garments. The versatile jewellery collection has been designed to stand out, while also complementing the minimalistic colour-blocked clothing.
Purple Style Labs also curated the ‘Reminiscence Collection,’ featuring a selection of garments for both men and women, that are inspired by Wendell’s classics, along with his complete collection of Goan Kunbi saris.
Celebrating the designer’s Goan roots, the collection features an array of fun silhouettes that exude free-spiritedness with minimalist attributes and an overall youthful vibe.
Speaking about his friendship with Rodricks, designer Hemant Trivedi says, “Wendell and I go way back. I’ve known him for ages and I never called him Wendell. My name for him was Wendelicious. Jerome and he are like family to me. They were always there for me. So how can I not be in this space which is so Wendell! And I love it (the store) because it’s his sense of soft and subtle colouring with his simplicity of fabrics, and you don’t want anything else but a white canvas showcasing it. And I think that’s just wonderful.”