PSFK interviews Jeremie Roza, once half of the team of French arbiters of fashion cool, about his new store space.

How do you say cool in French? French design team Surface to Air not only defines hip and current Parisian culture, but has become synonymous internationally with a new brand of fashion house which synthesizes the more glamorous elements of youth culture. Since starting up in 2000, Surface to Air has grown to become a well recognized brand with insider appeal across the disciplines of fashion, art direction, and film. Some of their more well known projects have included conceptualizing award winning music videos for Justice, Kid Cudi and Chromeo, to art direction for Louis Vuitton, Uniqlo and Diesel. And these are only the projects we’re allowed to mention.

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