Eight new independent brands launch on the unique pop-up store concept ‘The Collect’ on London’s Oxford Street

New pop-up space The Collect launches on London’s Oxford Street, showcasing eight bold and dynamic independent brands.

The Collect takes over the 5,000-square-foot first floor of 500 Oxford Street and is an innovative use of available retail space in the heart of London’s West End designed to support local creative talent.

Aimed at supporting talented entrepreneurs entering the industry, this attentive pop-up store is home to eight new brands – all of which are passionate about sustainability and inclusivity.

The brick and mortar site gives these thriving businesses a huge platform to increase their brand awareness and sales, while diversifying the opportunities for high street shoppers.

The brands that make up The Collect are:
● Archive Six – a London-based women’s company – and top seller at Depop – specializing in used clothing and rare vintage items
● Bleaq – an inspiring community of designers who use creativity as a catalyst for social, political and environmental action
● Moonlight Motel – an independent design studio focusing on handwriting and chain stitch embroidery, Lana Hughes’ inspiring design uses positive and meaningful messages
● Löfte – The word ‘löfte’ means promise in Swedish. Löfte promises that each item will be carefully selected in terms of both style and sustainability
● Lone Design Club – a design collective that allows consumers to discover and shop from independent brands with traceable and attentive practices that sell exclusive and unique items
● Loop Generation – an ethically-minded platform that offers the very best in love clothes and accessories
● Never Fade Factory – an incubator program that works through collaborative group projects to produce sustainable fashion and art commercial items, specializing in creating “one of one” sustainable fashion items
● Rebel Blends – Born in a kitchen out of the desire to solve a personal problem, Rebel Blends has evolved into a passionate protest against the standards of the conventional beauty industry

The entrance to the store features an immersive art installation by artist Carson Parkin-Fairley that complements the boldness of the labels found inside. The ‘tropical getaway’ entrance uses bright, vibrant colors where visitors are encouraged to take pictures of themselves and their purchases. Parkin-Fairley describes space as ‘a world transformed by color, joy and pattern, where no one is a stranger and everyone is welcome’.

The brands use design as a tool to inspire change, with gender-fluid fashion, ecological integrity, social justice, the use of innovative materials and mindful production. Brands found in The Collect all have a passion for sustainability, and many challenge the conventional standards of the beauty and fashion industry, take an inclusive approach, and question the norm.

They are committed to changing consumer attitudes and behaviors towards shopping.

The Collect comes out of a partnership between Westminster City Council, the New West End Company and James Andrew International, which uses vacant retail space to enable small businesses, homemade start-ups and new creative talent to showcase in central London.

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