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Hostem: Menswear in London’s East End

martedì, dic 7, 2010, 11:04 / London, United Kingdom

Inhabiting an industrial space in the modish enclave of Shoreditch, independent menswear boutique Hostem slipped neatly into the changing neighbourhood during June this year.

Three rooms complete the Redchurch Street shop, each adorned with hand-painted hessian and Swedish linen curtains, and peppered with restored antiques. Found furnishings are given a new lease on life as part of the store, ranging from refurbished ladders, rustic wooden chairs, and even an old church pew – discovered under a blanket of rotted leaves, now featured as the store’s front desk.

Vintage lampshades congregate to form chandeliers, as warm lighting radiates from exposed bulbs hanging low and high from cables, allowing customers to pull the light closer to garments for a detailed once-over. Shoes are served up on cement slabs, while the innards of leather railway conductor bags are filled with concrete to create small sculptures – “all in all the perfect marriage of modernity and heritage,” the company confirms.

The interior is subtle, yet the effect is memorable. No design detail has gone unconsidered, which is likely the outcome founder James Brown imagined when enlisted Hannah Plumb and James Russell of interior design duo JAMESPLUMB to develop the store’s creative concept. Hostem marked the first commercial project for the designers, who originally meet Brown when both parties studied fine-art sculpture all the Wimbledon School of Art. “Down to the last door handle whose previous life was a curtain pole finial, we wanted Hostem to have depth and detail,” says Russell.

Hostem’s calm, sophisticated surroundings reflects their inventory: Bedouin satchel bags, boots and coats by Ann Demeulemeester, blazers and bow ties by Adam Kimmel, and jackets and trousers by 3.1 Philip Lim are just some of the luxury street wear and conceptual labels in-store.

Meanwhile the basement space is now open, providing a distinct territory for the store’s more experimental labels – many Japanese (Bedwin, Visvim, Mastermind Japan), with a smattering of British and Canadian brands. There’s also talk of adapting the area as an exhibition space and cinema, making the most of the space’s ambience.

During December, the Hostem windows salute the holiday season with an original Advent calendar approach, each wooden box containing covetable gifts from the Hostem catalogue. So far the windows have presented vintage medicinal supplies, red suede boots and the silvercast sketetal remains of a bird. This element of surprise is something that Hostem does particularly well, and their imaginative approach to menswear retail remains something to celebrate all the year round.

41-43 Redchurch Street
E2 7DJ
+44 (0) 20 7739 9733
Mon-Sat: 11:00-19:00
Sun: 12:00-17:00

Melisa Gray-Ward | TribaSpace

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Gruppi Prodotto: Footwear, Leatherwear, Ready-to-Wear, Accessories, Denim, Streetwear
Mercati: Men's

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