New Denim Store: Bad Denim

On thursday of last week, a new store called Bad Denim opened in the up-and-coming Clapton area of East London and we headed down to find out more.

The beautiful Erin McQuinn has worked in the denim industry for ten years, focussing mainly in the premium women’s denimsector including recent stints at both MiH and Victoria Beckham Denim.  During this time she has become a denim expert with a well-trained eye for fit, fabric and laundry and of course a great knowledge of the best premium womens labels out there.

Both in-store and online, I only stock the brands, fabrics and shapes that I really believe in with the end goal being everyone draped in denim that they wear to death” She says

Bad Denim (great name!) is a denim-only store stocking Frame, Paige and NSF and mixing it with a nicely curreated selection of vintage denim, hand picked by Erin. Fixtures and fittings are retro-centric, utilising a wooden clad feature wall and Meranti wooden cash desk, with the fit-out taking inspiration from a 1970’s office space.

The event was well stocked with the best pizza in the area, Pizza Underground (Macaulay Culkin recently played a gig here) and drinks included bubbly on tap in shocking pink flutes. All in all it was an indulgent, girly night where denimheads mingled with East London’s ‘It girls’ and spilled out into the street. Bad Denim joins Son of a Stag, Donna Ida and Rivet and Hide on the London Denim retail scene, a scene thats defiantly building.

Bad Denim, 82 Lower Clapton Road, London E5 0QJ


Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.