Gent: No pause button, just Rewind

One of the things I used to love most about living in Gent was that everything was so incredibly nearby. Friends, university auditoria, cafés, 3 cinemas: all in walking distance. I never replaced my bike after it was stolen (the thief was considerate enough to leave my front wheel) in my second year at university - I had time in abundance and was walking everywhere anyway. Shopping for groceries was never just schlepping around with overstuffed bags. It was an excellent opportunity for bumping into friends and window shopping. I must have passed Rewind in the St Pietersnieuwstraat at least one time a day during the years I lived in one of the streets behind it, and went in countless times.

I never bought anything there, partly because I deemed it just a bit too expensive at the time, partly because sizes are a bit too small, but I have quite a few girlfriends who don't mind paying full price here. Do you remember the look on Abu's face seeing that giant ruby in the Cave of Wonders? Eyes all big and sparkly? That's exactly how you should imagine the faces of innocent girls walking into Rewind. In case you need a reminder:

Picture via, uh, here. I bumped into a nauseating hentai version of Aladdin on my search for this picture. Is NOTHING sacred to you, internet?

The window display is sometimes basic, sometimes a little funky. It mirrors the clothes very well: mostly sober, but very smart. Modern minimalism and all that jazz. If you're into Scandinavian style, you don't want to miss Rewind. Since they stock lots of indie brands, it's a great place to discover some new names. For instance, this is where I discovered the beautiful French label Sessùn:

The clothes differ in style (they go from plaid shirtdresses to gold sequined tops; romantic to edgy) but they're all designed with a similar aesthetic vision: slightly different from what you would expect, a lot of natural fibers and all round high quality. As for personnel, it's always the same guy behind the counter (some fashionable girls I've encountered over the years aside). He's really friendly and always ready to provide explanation or advice. Kind of the gay best friend you'd always like to accompany you on shopping trips.

Plus sizes won't easily find something here, but Rewind also sells a selection of books, music and some great accessories. It might not be extensive and fast-moving enough to qualify as a concept store, but it comes pretty close. Maybe you should see it as a nice compromise between a more classic boutique and a concept store: innovative without being too overwhelming.