'Everybody wants a piece of it': Britain's high streets turn to high-end hipster fashion
At first glance, 194 Local looks like any second-hand store on Brick Lane in London. The graffiti-covered shutters are down and the storefront is sober. But as soon as it opens at 11 a.m., the store is packed with young people dressed in style. The line for the changing cabin is long and the saleswoman is inundated with questions.
Why is everyone here? To get your hands on the latest vintage military overtrousers, a pair of £98 baggy trousers that are on trend for both men and women. Within minutes, most sizes sold out.
"I had been waiting for these items for a very long time and when 194 Local posted them online, I immediately reserved the daytime. off work,” said Billy Bingham, 19, who traveled the 40-minute train ride from Essex to get a pair in black. Got these in white from a different place, but as far as vintage quality and rarity go, 194 is the best. This is where I go right now." "
His friend Ellis Taylor, 19, confirmed: "I got the brown pair. I Really love them and they fit me well."
Unlike most retailers who buy in bulk, everything in these stores is hand selected. are popping up on high streets nationwide as online outlets increasingly move to physical premises. Stocks sell out immediately and they're dictating fashion trends and reviving brands. Last week, Avirex, a popular New York-based outerwear brand, has opened a pop-up store in London's Shoreditch after seeing an increase in demand for its vintage items.
"We're getting busier and busier," said Ned Membery, founder of Dukes Cupboard in Soho, which started online and with a stand at Portobello market. "People really like second-hand clothes and it seems like that's the way the world is. With so many great things from the late 90s and 2000s era, everyone wants one. piece. Alex Powis, art director and author of Sneakers Unboxed: Studio to Street, agrees, "They're having a great time. People love vintage car, when it's done right, it offers a powerful combination of authenticity and rarity. These aren't the thoughtless retro boutiques we had growing up. Instead, they're now selected and considered."
As well as driving the oversized trouser trend, many attribute Avirex's recent relaunch to UK vintage stores, with the store stocking pieces from the 80s, 90s and 00. Labels such as Von Dutch and Ed Hardy are also experiencing a revival, alongside the return of old band t-shirts. are bringing brands back and making brick-and-mortar stores a hit at a time when the high street is supposed to be struggling. That's really something,” Powis said.
At first glance, 194 Local looks like any second-hand store on Brick Lane in London. The graffiti-covered shutters are down and the storefront is sober. But as soon as it opens at 11 a.m., the store is packed with young people dressed in style. The line for the changing cabin is long and the saleswoman is inundated with questions.
Why is everyone here? To get your hands on the latest vintage military overtrousers, a pair of £98 baggy trousers that are on trend for both men and women. Within minutes, most sizes sold out.
"I had been waiting for these items for a very long time and when 194 Local posted them online, I immediately reserved the daytime. off work,” said Billy Bingham, 19, who traveled the 40-minute train ride from Essex to get a pair in black. Got these in white from a different place, but as far as vintage quality and rarity go, 194 is the best. This is where I go right now." "
His friend Ellis Taylor, 19, confirmed: "I got the brown pair. I Really love them and they fit me well."
Unlike most retailers who buy in bulk, everything in these stores is hand selected. are popping up on high streets nationwide as online outlets increasingly move to physical premises. Stocks sell out immediately and they're dictating fashion trends and reviving brands. Last week, Avirex, a popular New York-based outerwear brand, has opened a pop-up store in London's Shoreditch after seeing an increase in demand for its vintage items.
"We're getting busier and busier," said Ned Membery, founder of Dukes Cupboard in Soho, which started online and with a stand at Portobello market. "People really like second-hand clothes and it seems like that's the way the world is. With so many great things from the late 90s and 2000s era, everyone wants one. piece. Alex Powis, art director and author of Sneakers Unboxed: Studio to Street, agrees, "They're having a great time. People love vintage car, when it's done right, it offers a powerful combination of authenticity and rarity. These aren't the thoughtless retro boutiques we had growing up. Instead, they're now selected and considered."
As well as driving the oversized trouser trend, many attribute Avirex's recent relaunch to UK vintage stores, with the store stocking pieces from the 80s, 90s and 00. Labels such as Von Dutch and Ed Hardy are also experiencing a revival, alongside the return of old band t-shirts. are bringing brands back and making brick-and-mortar stores a hit at a time when the high street is supposed to be struggling. That's really something,” Powis said.
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