SSENSE & SENSIBILITY

We travelled to Montreal for the launch of Ssense’s new flagship location (418 St-Sulpice Street) and gently subjected the brand’s editor-in-chief, Joerg Koch, to the Proust Questionnaire—which he hated, by the way.

Which living person do you most admire?

“That’s a hero question. Do you have a hero? Probably not.”

What trait do you most deplore in yourself?

“Laziness.”

What traits do you most deplore in others?

“Greediness and selfishness.”

What is your greatest extravagance?

“Well, I’m German, so I could say my car. But people are so often unhappy, so the greatest extravagances, I think, are being really chill with yourself and being happy.”

What is your current state of mind?

“Thinking of gin and tonics at the Maple Leaf Lounge at the Montreal airport before going home.”