“Work with your friends. Work with people who inspire you.” Goodhood, the wise owl of Hoxton retail celebrates its fifth year in business.
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Since its opening in 2007, the Goodhood Store has provided one of the most innovative retail experiences in the British capital. Specializing in striking streetwear, with high-end, industrial garb from brands like Junya Watanabe, Norse Projects and YMC, Goodhood has become something of a cultural hub for Hoxtonites in the last five years, and the only talk is of expansion. To celebrate this milestone birthday, the design duo behind the store, Kyle Stewart and Jo Sindle, have created a host of original products in collaboration with the brands they stock, available from a pop-up they have opened just across the street. After they popped corks at their birthday street party (see the revelry that ensued here), i-D online caught up with Kyle to discuss the store, the Shoreditch boom and the future.
Where were you shopping five years ago? Mostly in Japan. Beams and Beams Boy, Neighbourhood, Black Flag, Kapital and Supreme.
Where do you shop now? Our own store of course and occasionally some of our friends’ stores - Norse Store, Garbstore, Hideout and Dover Street.
Can you describe the lightbulb moment that inspired you to open a shop? I think it was harboured over a couple of years working as designers for the ‘man’. Working for the man is exceptionally dull and we encourage everyone sat there thinking “This is complete bullshit,” to pack their bags and do something great. There’s a whole life out there waiting for you!
How have you noticed Shoreditch has changed in the five years the store has been open? Obviously there are more shops, and generally it’s a lot busier. Loads of commercial eateries and the lunchtime sandwich trade is clearly booming. The rate of development is fast. Buildings come and go in months, creating new living and working spaces. Sometimes they’re brilliant, other times not so. There is certainly a lot less graffiti. Hackney council are militant on getting rid of every bit of colour and leaving derelict magnolia buildings in their wake.
To what extent has the store affected the area? Do you feel you’ve made an imprint on local culture? The area has always been renowned for its creativity; we hope we have added to that. It’s a mutual thing, we feed off the area and perhaps the area feeds off us.
How have you noticed the shopping habits change in the five years you’ve been in business? Well in five years I think we’ve seen a couple of significant changes. Post financial meltdown things got a lot smarter and heritage brands came to the forefront driven by people seeking quality investments that will stand the test of time. I think now people are loosening up again and aren’t so scared to buy things that are a little bit different.
What’s been the highlight so far? That’s hard to say, we couldn’t rule out one single moment. Having people you look up to and respect creatively shop in the store is a constant highlight. From The xx to Philipe Starke.
How did you decide who to work with on the fifth birthday collaborations? Many of them are our friends and we had been talking about it for a long time. This was an excuse to actually do it. There was an element of who could actually get it done and deliver in the time frame we needed it done.
Can you tell us your five favourite shops around the world? Black Flag Tokyo is our favourite shop. We also like Beams in Tokyo as well as Kapital and of course Tokyu Hands. Supreme in L.A is also great as is Tortoise Store General in Venice in L.A.
Where do you see Goodhood five years from now? We see Goodhood being on every unit on Coronet Street. One of which is a hotel with a crazy golf course on the roof. Satellite stores in Tokyo, L.A and Ibiza – our favourite places. A couple of our own lines coming from the design office one of which is a skate line called G.O.D. Watch this space!
The Goodhood Store 5th birthday pop-up is open on Coronet Street, Shoreditch until October 24th.
Text: Fraser Brough
Photography: All images courtesy Goodhood’s instagram