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Ben Sherman backs emerging British designers in east London opening

Ben Sherman is introducing emerging British brands, artists and designers to its new east London store, which swung open its doors today.

The 1536 ft store, situated between Spitalfields and Brick Lanes, offers the Plectrum by Ben Sherman collection on the ground floor, as well as a shirting bar and tailoring area.

The basement of the Commercial Street store is set to be dedicated to new designers. Named Modular Blanc, Ben Sherman said it aims to “support and nature some of the best of British, as well as introduce new and exciting brands, works or concepts from further afield.”

Ben Sherman, which has seven standalone UK stores, has been shifting away from its traditional style of logo shirts with the likes of higher priced line Plectrum, which launched in autumn 11, being given more prominence in stores. Last September saw the launch of the first and only Ben Sherman concept store on Portobello Road, London. The store, which is completely unbranded other than swing tickets, and has no signage outside, houses Ben Sherman’s top-tier collection, Modern Classics.

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