When conceptualising the London Store, Edwin wanted to maintain a level of simplicity throughout its design that reflected the brand as a whole. In turn, that simplicity could then allow the focus to be product led, allowing the customer to experience a classic jeanery, with the ease of a well worn pair of denims.
With a history in denim production stretching back to 1947, it was important that the ‘heritage’ of Edwin’s brand and it’s integral history not be all consuming, but rather be used as a platform to create a clean, clear environment focused on product relevant to today, with an innate respect for the rules of the craft; quality construction using premium materials.
With this in mind, Edwin wanted to create an environment that felt comfortable and integral to the neighbourhood, a place where friends could meet and strangers could discover denim. Long time friend of the brand Mark Amos built the store by hand, from start to finish, alongside Finch Munro, another friend built the denim wall and cabinets.
The use of recycled materials is prominent within the design of the store. Not only was it an eco-friendly option, but also helped highlight the symmetry between how we wear and use our denim, breaking it in, with each passing day becoming a closer part of ourselves and our style, looking better with time, becoming more reliable, sporting it’s quality and durability like a badge of honour. The flooring, denim wall, part of the walls and features where constructed using reclaimed scaffolding boards, previously having endured a lifetime on constructions sites, each of which holds its own story.
Cabinets carefully constructed from reclaimed wood, house the till points, vintage military surplus accessories and the zinc topped folding unit, are painted to encourage chipping and wear. These will not be re-touched, as from the 8th of March 2012, the Edwin London Store, will start to create its own wear patterns from daily use along with the customers who visit it.
Vintage military pieces have been carefully sourced, including a selection of vintage watches, paying homage to Edwin’s roots as an ex U.S Military wholesale store situated in the Nippori District of Tokyo, which was the start of the Edwin brand’s story. All the signs have been beautifully hand rendered by friend and talented artist Nico Sclater, who runs the Ornamental Conifer studio.
The UK showroom is situated at the back of the store, accessible via the store and by appointment only. This will give us the opportunity to showcase the Edwin store to our wholesale partners when visiting the showroom.