Heartless - New Luxury Men's Lifestyle Emporium

“F**k me, I didn’t know this was here,” tends to be the reaction from customers who discover Heartless for the first time. Based in the affluent area of Buckhurst Hill, Essex, Heartless is a luxury men’s lifestyle emporium where the modern man can purchase a myriad of the most directional fashion brands alongside a selection of art, furniture, fine grooming products and vintage luggage. Everything in Heartless is available for purchase.

Heartless, the concept, was born in early 2007 after local fashion maven, James Brown, wanted to have the best men’s fashion available on his doorstep.

“I was really fed up with two things,” says James. “Having to go into Central London to pick up classic pieces like YSL and Bottega and not being able to get the more directional Japanese brands like Mastermind Japan anywhere else in the UK let alone London. I’ve always been interested in fashion so I decided to start my own store. Heartless is all about dark and brooding glamour; we have a heart but it’s black!”

Labels range from the ultimate luxury of YSL, Yohji Yamamoto and Balenciaga to the most directional, cutting edge brands such as Attachment, Drestrip and A Coba to name but a few. The store also boasts UK exclusives including the ultra cool Dr Romanelli – a collection of vintage old skool pieces from Nike reconstructed into unique Nike and Jordan jumpers – and new label The Elder Statesman – an exquisite Los Angeles cashmere collection by Greg Chait of Tsubi fame.

‘Heartless is still in its infancy but has taken huge steps over the last 18 months,’ says James Brown. ‘It has become a destination store in its own right, not just for those who live in Essex but for anyone looking for something they can’t find anywhere else. We are the only UK stockist of Mastermind for AW08 and have had people come from all over just to buy the brand to give an example,’ James adds.

Darren Rudland, Heartless’ manager and head buyer says: ‘We wanted to offer something different, something that stood apart from the mainstream of Gucci and Prada so we chose our key brands – Mastermind, Attachment, Drestrip and Balenciaga – to reflect that idea. Working from that sort of backbone our brand mix has flourished into a range of modern classics as well as up and coming designers. We set out to offer luxury and exclusivity at the same time – something that has remained central to our success.’

Heartless also house a glut of exquisite lifestyle accessories. A selection of frames by Chrome Hearts sits alongside a collection of the now cult motorbike helmets by Les Ateliers Ruby. Leather accessories by Want Les Essentiels nestle beside an assortment of limited edition titles by luxe publishers Assouline while vintage Vuitton trunks lounge beside the stunning Santa Maria Novella grooming range, previously only available in one other UK store.

James Brown is also a big urban art collector, a hobby that transcends the store. Works by D*Face, Know Hope and Herakut all line the store’s walls while music, hand picked by legendary record store Rough Trade, pulses in the background. Hear something you like? The beautifully packaged CD’s are also available to buy.

The Heartless ‘Black Service’ was created for those that require a little bit more attention and a lot more adventure. The very important person can enjoy a door-to-door service to Heartless in one of the store’s “super fleet”: a matt black Lamborghini, an original 1960’s silver Porsche Turbo or how about the more leisurely split screen VW Camper Van or classic VW Beetle? Drinks on arrival and a personal shopper ensure the shopping experience is as effortless as possible. After the client has shopped he is then dropped off at his destination.

The Heartless eshop will launch in early October 2008 and will offer the Heartless experience to men internationally who are looking for something different – from those hard-to-find designer labels to the latest cult buy from a quirky Japanese brand.

New labels for SS09 include Comme des Garçons, Marc Jacobs and Bottega Veneta – another UK exclusive for a men’s independent – and will also sell Tomas Maier for Bottega Veneta furniture on request. September sees the arrival of the limited edition collaboration between Heartless, The Elder Statesmen and Dr. Romanelli. There will be 6 pieces in total that will be sold on a first come, first serve basis.

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