Login

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.

 London
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.

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

WGSN Insider Bulletin

Get more Denim insights as a WGSN subscriber

Related Stories

Levi's promotes inclusivity in its new campaign 'Circles'

Basket bags for the win

LFW Street Style: 3 Key Trends from Sartorial Checks to Basket bags

LFW: Tommy Hilfiger and Gigi's Rock and Roll Circus!

Share
Tweet
+1
Share
Pin