The founders of men’s accessories brand Mantidy and homeware store In-Residence have opened a new concept store called The Yootha Project in London’s Piccadilly.
The 2,000 sq ft store opened this week at 193 Piccadilly.
The Yootha Project store sells clothing, footwear, accessories, homeware, art and books.
Around 40 brands are currently stocked, among them Gloverall, Denham, IOU Project, Pampeano, Nico Didonna, Jenny Schwarz and Betsy & Floss. Retail prices range from £50 for a T-shirt to £1,000 for a leather jacket.
Jacqui Bulmer, founder of Islington’s In-Residence, said: “The whole idea is that we want to work with small, ethical and sustainable brands. Around 98% – maybe more – of the brands we have in stock are ethical and sustainable.”
John Mckenzie, founder of Mantidy, said: ”The Yootha Project is a new concept store concentrating on sustainable fashion, design and interiors from small and emerging design brands who have a conscience.
“The Yootha Project hopes to create a new relaxed and interactive customer experience whilst highlighting 21st-century social awareness.”