Regent Street sees six-brand fashion and wellness pop-up in time for LFW

By

Nigel TAYLOR

Published
Sep 10, 2021

It’s been a busy period for stores with strong sustainability credentials opening in London. And joining the roster is a retail pop-up on Regent Street with a difference. It combines six independent brands founded in the local area and all championing sustainability.

Called ‘The Regent Street Edit’, the combined platform has been orchestrated by Westminster City Council (WCC), The Crown Estate and New West End Company (NWEC), which chose the six retailers following a competitive selection process. They include LR.D, Petit Pli, Lab Tonica, Saywood, Buttress & Snatch and 4649.REC who will share the space until 31 October, opening seven days a week.

The timing of the Regent Street Edit also coincides with London Fashion Week and NWEC’s own sustainable fashion month.

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Each brand has a dedicated space within the store which they have customised “to communicate the authenticity of their products and the story behind them”.

“Visitors are able to have a personal and distinctive shopping experience as they move through the store with the opportunity to interact with the brand’s founders and learn about their sustainability practices”, the backers said in a release on Friday.

Some of the unique sustainability techniques include the upcycling of vintage family kimonos to create items from jackets and the art of slow tailoring to craft unique pieces of lingerie from local suppliers with zero waste.

In addition to the brands themselves, the store has been produced with sustainable materials throughout, from the large message board on arrival created from 80% recycled plastic bottles to the furniture fixings made from sterling board, an eco-friendly material consisting of recycled wood particles.

At the end of the project, all the materials will be collected to be repurposed for future projects or sent to the closest recycling plant to generate green energy.