High-end streetwear boutique Goodhood in Hoxton, east London, has rented out its basement studio to artistic types to secure an extra revenue stream and ensure it remains at the heart of the area’s creative scene.
The store, which was opened in September by designers Kyle Stewart and Jo Sindle, has broken even after six months of trading, and the pair are aiming to introduce new initiatives to make sure Goodhood gets into the black this year.
The retailer’s website reads: “Goodhood is an independent store and collective committed to keeping diversity and creativity alive in London’s ever- increasing bland and corporate landscape.”
Underneath the Goodhood store at 41 Coronet Street is a studio packed with designers, illustrators and filmmakers who support each others’ businesses by sharing talent.
Co-owner Kyle Stewart, formerly a designer for Jonathan Saunders, Nike and Levi’s, said: “We’ve got a studio underneath that we rent out to other creative people, which helps us pay the rent. What we are doing with the shop is quite niche and it would be very difficult to open a store like this and expect it to work alone. In the studio at the moment we have, for example, an accessories designer and an illustrator. The idea is to work collaboratively.”
Stewart added that although opening the store had been rewarding, there was not enough support available for young, start-up retailers who support home-grown designers.
“We tried to get bursaries and grants, but people weren’t really interested. I think we are supporting young designers by buying their product.”
Later this year the duo also plan to revamp their transactional website by bringing in new brands. Brands with strong sell-through in store such as Japanese label The Black Dollars and UK brand Gasius will soon be available on www.goodhood.co.uk alongside brands such as Perks & Mini, Wood Wood and Cassette Playa.