Edwin let the denims do the talking in their Scandi-style, white on wood new Shoreditch store.
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East London’s Charlotte Road has fast filled itself with a set of shops primed to pack out the modern gent’s wardrobe and have you looking slick. Kick things off at the North end; get your burns buzzed at Murdocks; slip your feet into some Dockers‘ deck shoes; then hop to the top tailors at Start where you’ll be suited and booted in no time. Last but far from least, round off your whistle-stop whisk down the cobbles with a pit-stop at Edwin’s new emporium at no. 47.
With Edwin’s denim genes now stretching back over sixty years, heritage took a central role in the formation of the Shoreditch outlet. Formerly menswear must-visit ‘The Three Threads’, stepping-up from the pavement doesn’t feel like walking into pastures new, rather into a store that’s sat amongst the rest since time immemorial. Zinc meets reclaimed wood and clean lines aplenty, simplicity is key as the blue, grey and black washes of the denim are left to take the spotlight. A determined step onto the Shoreditch retail landscape, Edwin are a jeans brand here to offer 501 fanatics a slice of a fresh cut cotton. i-D online chats to a couple of the cats behind the new outfit here:
Pictured from left.
Kyra Nicholson, Assistant Manager and Womenswear Buyer
What are you wearing from head-to-toe? Men’s Edwin Chief Tee from our Spring/Summer range. Edwin Alice jeans in Zen Grey and Clarks’ Desert Boots. What would you make i-D for dinner? Probably a courgette, mint and chili risotto. Cheesy and spicy is always a good combination. What one track would open your SS12 soundtrack? ‘Swinging Party’, Kindness. Alive or dead, who would you most like to serve at Edwin? Michele Lamy, Rick Owen’s wife and muse. She’s got these bad-ass gold teeth and has a gift for accessorising with chunky armour-looking jewelry, bizarre prints and headscarfs. She looks like an Egyptian princess from the future. What’s next? I would love to build a stronger female following for Edwin, so we’re planning to have a few “ladies only nights” to launch our Autumn/Winter range.
Russell Saunders, Store Manager and All Round Nice Guy
Define your style: All over the place. What are you wearing from head-to-toe? Edwin Spring/Summer classic crew tee, Edwin 50s style car coat (which is a sample), Edwin ED 55 chino and Grenson brogues. What one track that opens your SS12 soundtrack? ‘Maid ‘N Japan’, The Nylons. Alive or dead, who would you like to serve at Edwin? Bryan Ferry.
Text: Sean Baker