Atelje Petlja Belgrade

Stories about dreams coming true usually involve time, at least a few obstacles and some drama - before the final happy ending. That's what makes them interesting.

Yet, it seems that when the narrative deviates from the standard formula, it becomes even more captivating. Such is the story behind the new concept store in Dorćol quarter – Atelje Petlja might be setting a world record, if there was such a category, in the speed of turning a personal dream into reality.

It all started with a perfectly usual Saturday afternoon coffee between two childhood friends - one of them a fashion designer, the other a pop singer. Among other subjects, the idea of how great it would be if they had their own shop popped up. The same evening, while leisurely going through newspapers, one of them found an ad for shop rental - describing exactly the kind of place they were daydreaming about. On Monday, they signed the lease. A month later, the shop opened, looking exactly as they wanted: cheerful, eclectic, fun and creative, the kind of place that makes you happy the moment you walk in. Its name is a word game and means both "stitch" and "guts", just adequately I'd say.

The shop features unique hand-painted dresses, T-shirts, lazy bags, bags, sleeping masks, an explosion of accessories, a vintage area and many other things, with great energy being the most prominent of all.

So, not a standard story at all. And I'd say it even ends with a happy beginning.