The new location has a clinical feel that not only reflects the brand but elevates it to bridge the gap between Levi’s and A.P.C. WGSN Denim Editor Samuel Trotman reports
Edwin has opened the doors to its second London store in Covent Garden, which has become the new European flagship for the contemporary denim arm of the brand. The grand opening was celebrated with local denim heads, fans and the Edwin family for an evening of beers, music and plenty of denim talk.
Located at 25 Henrietta Street – just a few doors down from Nigel Cabourn and across the road from The Real McCoy’s – the new store inhabits part of the former St. Peter’s hospital. Spread across two floors and flooded with natural light and a simple, clean colour palette, the interior was created by London architects, Studioprototype, along with steelwork fixtures expertly crafted by East London’s Snake Skin Jacket. The new central London location follows Edwin’s debut in Shoreditch, which will continue to serve the East London denim crowd.
Drawing inspiration from a Japanese utilitarian aesthetic, the store’s clinical white interior and smooth concrete floors play foundation to the sea of indigo spread among natural and industrial fixtures. The front counter features a monumental floor-to-ceiling denim wall, while the surrounding rails and shelves display the core product that includes the Edwin-Europe collection as well as the special “Made in Japan” pieces. At the back of the store you’ll find an impressive fitting room, featuring floor-length curtains made from a special dark indigo wool blend canvas selvedge, backed with sky blue chambray from Kvadarat.
The past four years have seen the Edwin-Europe brand grow from strength to strength, fast becoming the go-to brand for guys and girls looking for contemporary raw denim fits. The new concept location is testament to the brand’s elevated feel, bridging the gap between denim legends like Levi’s and premium label A.P.C. and perfectly fits in with surrounding central London retailers. A must-see for any denim fans and guys looking to get into their first pair of dry fits.
Like what you just read? Follow Samuel on Instagram for the latest indigo inspiration and denim news.
DENIM HEAD? Our team of experts are at every trade show, determine tomorrow’s trends and know which looks are going to have a huge impact on your business. Sound good? Join WGSN.