New experiential retail space, Not Just Another Store is curated by UTTER and MARR, two independent companies, who, through creative collaborations with artists, illustrators, photographers and more, seek to break the norm of a traditional fashion store – in London.
Opened in Shoreditch in December (’17), opposite the Ace Hotel – their offering includes over 30 emerging brands across womenswear and menswear, literature, art and interiors – with eyewear launches planned for 2018.
With collaborations at the heart and core of the concept, Not Just Another Store will also be partnering up with various creatives and designers to curate innovative events, installations and exhibitions. The shop also includes an open plan mini kitchen offering brunch, lunch, juice and smoothies served by local independent chefs and barristas.
Asked about eyewear, Buying Director Dami Akinnaike told Eyestylist that the store will stock specialist Asian brands – Rosemanclub – the Japanese eyewear label launched in 2014 – and Gentlemonster – the much hyped Korean brand – coming soon in Spring 2018. Not Just Another Store, 189 Shoreditch High Street, London E1 6HU www.notjustanotherstore.com CN