New Carnaby souvenir collection supports London makers

London retail landlord Shaftesbury is continuing its quirky approach to boosting its retail properties with the launch of an exclusive collection celebrating the creativity of Carnaby. It’s working along with souvenir store We Built This City, which aims to create souvenirs that reflect London’s creativity more than the regular souvenir stores tourists come into contact with. 


We Built This City


The new Love From Carnaby collection commissioned by Shaftesbury pays homage to the street’s famous stores, as well as the music icons that have been associated with it, as well as its art installations and West End landmarks. 

The collection supports emerging London artists, designers and makers, including Brixton-based LucyLovesThis, who created the ‘hero’ design in keeping with her London alphabet illustration sets. The ‘C’ letter design she created (available on a tote bag and other items) includes Carnaby’s creative and cultural heritage, including imagery linked to The Who, Lord John and long-established jeweller The Great Frog. 

The collection also includes recycled leather travel accessories by UnderCover, plus an enamel pin series by Joanna Root of Thread Famous. The series was inspired by Carnaby’s signs and symbols such as the Union Jack and the Carnaby arches.

Samantha Bain-Mollison, Head of Retail at Shaftesbury, said: “The range celebrates Carnaby’s fashion, music and art heritage while also supporting a variety of London artists and continuing to invest in the creative community.”

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