In a post-digital world, we've somehow come full circle to the point where brick-and-mortar stores are opening again rather than closing. In some cases, they're bringing some of our digital-native brands to life and giving them a home for passersby who may not be Instagram addicts like some of us. These boutiques offer the chance to discover emerging brands the old-fashioned way: by perusing a sales floor rather than browsing pages of online inventory.
Though a trip to Oxford Street can be rather stressful, visiting smaller boutiques—with curated interiors, caring staff, room to breathe and sometimes a cappuccino—can be a refreshing change to the "next-day delivery" lifestyle we've grown accustomed to. So, with that being said, get outside and go visit these lovely new boutiques for a change.
Friends and co-designers of the brand Neoss, Natalie and Georgea started In Neoss as a concept store to bring their favourite emerging brands together in a physical space. Their selection of these favourite brands is excellent. In fact, they were among the first to stock Home of Hai bags and Après Ski jewellery, as well as many other Instagram brands.
If you're looking for a starting point for a minimal, sustainable wardrobe, start at Henri. The store is the home of Henri shirts and classically structured pieces. It also stocks a few smaller, sustainable brands.
We've loved Kitri's affordable, bright pieces for ages, so we will jump on any chance to hang out with them in real life rather than online. This pop-up will be around for a while, and it's perfect for Christmas gifts. Be sure to catch it while it's in Soho.
Koibird, founded by Belma Gaudio, is a feast for the eyes. When you walk in, you're overtaken by colour, prints and an incredible selection of holiday pieces. The shop changes form with the seasons, with its radiant interiors becoming the theme of your next mini break (we can dream, right?). The shop is currently in full cold-weather mode, with cosy yet fabulous, ski accessories taking centre stage. And yes, it's an Instagrammable paradise.
Browns East is the much younger sibling to the historic Browns Fashion store in Mayfair. Offering changing pop-ups, a cafe, fantastic interiors and luxury shopping, it's the kind of store you can spend all day in (and maybe some of your rent—but it's worth it).