He has always been ingenious but with his latest coup Tony Jimenez Roig is simply avantgarde: he relocated his store La Principal just a few houses up Carrer dels Paraires in the fancy rooms of Sala Pelaires, Palma’s famous art gallery. I’ve always loved La Principal’s puristic shop design, the carefully selected brands, the signature style of the accessories. The new store even beats it. It’s a pure pleasure to pop around and browse through the long racks. And most times, I fall for a cool shirt, a pair of pants, or a pair of Veja’s that just looks great on my sweetheart. Because there’s one more thing that hasn’t changed with the new location: it’s all about menswear.

We covered addict store and La Principal from their very beginnings, because the enthusiasm of their founders, Suso and Tony, is contagious. Their style and their passion perfectly reflects the new vibrant Palma, buzzing with creativity and entrepreneurship. With their own brand MEWS addictgroup offers the uniform for the nonconformists, addict catering in particular a young audience while La Principal targets a broader yet stylistically confident public. So the new store is a bold but also logical move.

Tony is lavish with space and I admire his attention for even the smallest detail. The way the collection of sunglasses is displayed, or the awesome reversible computer bag – it’s all designed, developed and realized by Tony, Suso and their friends. Maybe this is why despite the stylish atmosphere you still feel the personal touch that makes La Principal such a wonderful place.

C/ dels Paraires, 5
07001 Palma de Mallorca
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