New Denim Store: Edwin London

Last week Edwin Europe opened the doors to their new stand-alone store on Charlotte St. in London’s East End. The brand took on the space from The Three Threads and the location adds even more denim appeal to this already burgeoning shopping area of Shoreditch with Carhartt, Denham, A.P.C., Son of a Stag and Present all close neighbors.

Currently stocking the S/S 12 collection, the store also has some specially sourced one-off pieces from Japan. After a great turn out at the launch party there are already plans to expand the collections available in store, starting with the addition of the more premium range, the Over Works Factory, starting with F/W 12.

The brand looked up some friends to help with the design of the store: Mark Amos created the stripped-back and rustic interior with vintage Japanese accessories and reclaimed wood used on the flooring and walls. Photography from longtime Edwin collaborators and much more recent editions like Paul Vickery adorn the walls alongside the wide denim selection. Then they enlisted Nico from The Ornamental Conifer to create the hand-painted window signage, the hand-carved oak sign and the opening hours toolbox. If you like Nico’s work, check out the exclusive denim gang jackets he produced for us here on the DDD.

47-49 Charlotte Road | Map
London EC2A 3QT England

Here’s a little video of the event, thanks to BNTL:

Edwin Store Opening EC1 from BNTL on Vimeo.

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