January 3rd, 2013


Recently Jonas Avellana, a friend and customer of ours here at The Helm came in for a visit. As usual, it didn't take long before our laptops were open and we were comparing different blog photos and looks. As we were browsing, Jonas dropped a term that I hadn't heard before. "Sprezzatura!" he shouted after seeing a shot that sparked our interest. I glanced at him with a look of confusion, and he went on to explain the Italian term to me. "Effortless style" he said. His definition was close. As I read up on the saying, I realized that this was not just a style term, but a word used to describe thoughtful nonchalance in all lifestyle. This is one of the foundational principals that Brad and I are building our shop on. 

Merriam-Webster defines "sprezzatura" as "Studied nonchalance ; perfect conduct or performance of something (as an artistic endeavor) without apparent effort."

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The Flagship

Our brand new flagship store in Edmonton, Alberta is now open to serve you! In our mission to provide Edmonton with an elevated experience, our vision for this store was something spanning multiple floors with a unique experience on every level.