When conceptualizing their new 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 environment with the ease of a well-worn pair of denims. The use of recycled materials is prominent within the design of the store. The flooring, denim wall, part of the walls and features where constructed using reclaimed scaffolding boards, previously having endured a lifetime on construction sites. With a history in denim production stretching back to 1947, it was important that the heritage of EDWIN’s brand and its 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.
47-49 Charlotte Road