Yasmin Sewell Launches Beach In The East
By Samuel Trotman

Yasmin Sewell opens Beach In The East — a `70s Californian skateboarder style pop-up shop in the heart of Shoreditch.

May 22, 2013
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Last weekend (May 18), was the opening of Yasmin Sewell’s BEACH IN THE EAST — a temporary “Lords of Dogtown” style retail space offering a selection of unique ’70s Californian skateboarder style products from today’s most exciting and international designers, artists and brands. Located conveniently beneath the Stylesight London office, the SS Denim Team dropped by to speak to Yasmin on the exclusive selection of denims on offer.

Shoreditch seems like an unlikely location when you think of ’70s style Californian skate pools. But Yasmin Sewell has managed to recreate this unimaginable summer experience with the launch of her luxury pop-up shop situated in the heart of London’s East End.

Initiated in collaboration with Paper Mache Tiger, the temporary space brings together an authentic California nostalgia through a bespoke full size empty swimming pool. Inspired by the `70s skateboard movement of Dogtown and Z-Boys scene, the stores concept blends the laid-back mood of the era with the fashion of today. From graffitied walls (by Word to Mother), tropical plants and old-school skate videos projected on the walls to the high-vis windsurf sails suspended above the pool, the space screams out the sun-soaked days of So-Cal.

As a fashion mentor to some of the industries most exciting and talented designers, Yasmin has hand-picked a selection of her favorite and most promising clients to showcase and sell their range of exclusive and special edition products in the space. Most of the product offered is exclusive to the store featuring a unique mix of denim, digitally printed tees, swimwear, sunglasses and accessories tailored around the `70s Californian skateboard concept. Some of the most exciting denim designers featured in the collection include LA-based Frederick Maxwell Kingery and London’s Joe Duke — both unknown and upcoming designers.

As Yasmin proclaims Maxwell is “The new kid in town. His natural dyeing techniques are like no other.” A San-Fran native, Maxwell moved to LA at the age of 17 and became a tailor specialising in high-end vintage denim; which evolved into creating hand-sewn completely bespoke custom jeans. His main focus over the last seven years has been his exploration of natural dyes made from roots, bark, flowers, leaves, wood and even two insects to develop a wide range of colors on denim that will feature in his debut S/S 13 collection. Yasmin informed us that the dye house that Maxwell works from in LA, does not use any chemicals, salts, heavy metals or other toxic materials in their process and he believes all things made should be able to be buried in the backyard at the end of its lifecycle. While Maxwell has contributed to a number of large fashion brands, the collection on show at Beach In The East is his first denim range, including custom hand-dyed premium denim dungarees and shorts in four different colors.

The second designer, Joe Duke takes a more dramatic approach with his individually printed denim jackets. “Joe is a completely unknown talent, but we see a huge future for him,” explained Yasmin. Giving the ’70s denim jacket a completely new face, Duke has hand-painted each of his vintage Levi’s truckers with clean monochrome coatings in allover and linear designs. Joe’s modern approach to textile and print design has captured interest from many international fashion houses working with the likes of Alexander Wang, J.W. Anderson, Phillip Lim, and Kenzo (to name a few) – many of whom he consults for tone, colors, and fabrics for runway collections. As well as individually inventing new techniques in print ideas and fabric manipulation, Joe also works in collaborative efforts with scientists, artists, and various other specialist disciplines. As Yasmin noted on the designers concept “His work is noted as challenging ideas of textiles, its modern aesthetic and sense of detail.”

Other less conceptual denim pieces featured in the pop-up include Rolla’s an Australian brand that has reissued and reignited an iconic `70s denim line. Yasmin see’s their “laid-back costal suburbia-inspiration” as a more subtle and simplistic complementary to the Beach In The East offering.

If you can’t make it down to the store, fear not as the collection will also also launch online exclusively at FarFetch.com on May 29th.

BEACH IN THE EAST is open for the next three months until August 24th 2013 at: The Lower Ground G, 123 Clifton St, EC2A 4LD.

Open Monday – Saturday, 10am – 6pm. Closed Sunday.

Telephone: +44(0) 2077299620

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