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BOOSTER — A cult favourite since 1976

A gem from the punk era, a relic from the Zurich movement of 1980, quite simply a legend: Founded in 1976 by Pierre and Irene Montandon, the clothes shop was once THE cult shop for teddy bears, and later also for punks and anything that felt young and non-conformist. As is often the (special) case in Zurich, different youth groups mingled here, which would have got into fights in larger cities such as Berlin or London.

It’s admirable how Booster has managed to move with the times whilst remaining true to itself. On the surface, the boutique has looked the same as ever. Admittedly, the premises have been slightly expanded over the years by incorporating former back rooms into the boutique, but it has never been radically altered. And why should it be? Even the legendary „CBGB“ in New York, perhaps the most famous club of the punk era, has largely been left in its original state, although it now houses a fashion boutique. In the same way, the Montandons – who are always very friendly and, in keeping with the business, stylishly dressed – have avoided succumbing to any misguided relaunch ideas, as often happens in similar cases.

In terms of the finer details, however, the range kept up with the times and later became the go-to destination for techno culture fashion. At the same time, Booster always retained certain classics, foremost among them English fashion unavailable anywhere else, including the pointed „Schlieffer“ shoes (as the ‘Teddy’s’ are known in Zurich German), as well as the brands Bronx, Clarks and Doc Martens. Stalwarts in the clothing range include Dickies American work trousers, as well as the brands Ben Sherman and Tiger of Sweden. Three of the Montandons’ four children – Marlonne, Marina and Roc – have now taken over the business, though you still occasionally bump into Pierre or Irene there – it’s a family business, after all. Just like in a picture book!

BOOSTER — simply cool!

Tradition is a beautiful thing. If a shop in Zurich's Niederdorf district has been a hot insider tip for the unconventional for 35 years, then there must be something to it. Boutique Booster, opened in 1976. Pierre and Irene Montandon's recipe for success is subculture. They offer clothes for stylish underground people who want to look like they don't style themselves. You could almost think that the graffiti and countless stickers that adorn the entrance were deliberately added. But they are not. They are as authentic as the goods that the second generation of Montandon, Marlonne, Marina and Roc, offer today.

We’re greeted in an extremely friendly manner, on first-name terms. The Montandons’ styling is as unique as their range. Papa Pierre is also present – he’s wearing checked braces and Budapest shoes. Shoes have been the Montandons’ core business from the very beginning. And they’re still piled high in the shop window. Men’s on the left, women’s on the right. The style of the clothes defies categorisation; we find sailor outfits, shift dresses, Dickies work trousers, an Amy Winehouse T-shirt by Fred Perry, and plenty of hats à la Justin Timberlake. The men’s section has a whole back room to itself – Fred Perry, three-time Wimbledon champion, reigns supreme with his laurel wreath logo.

The second back room belongs to the ladies. Long live rockabilly! Petty coat dresses in sailor or Hawaiian style, matching stockings and petticoats. The pumps and ballerinas, spotted and mackerel, can be found on the upper floor, where the boss himself occasionally plays a Crazy Cavan LP on the old turntable. Somehow you just feel at home at Booster, whatever your age - it's the finest subculture tradition, united in Zurich to form a community.