Streetwear brand Misticon is gearing up to relaunch its website as a multi-brand independent online store, stocking niche women’s young fashion labels.
The site at www.misticon.com, which went live on April 12, will bring together emerging independent British labels including Dephect, which produces skate, snow and music-inspired graphic T-shirts; Bantum, which offers a range of hand-printed streetwear; burlesque footwear brand Bordello Shoes; and ethical denim brand Rapanui.
Misticon founder Charlotte Dutton, who is also a model and professional snowboarder, said the online store would be aimed at young women aged between 18 and 34 who would like to shop in the edgy indies of Brighton or Camden in London but who don’t have the time to visit those areas.
Dutton said the store would “fill a gap” in the streetwear market, which she said was dominated by menswear brands.
“We have something unique to offer our consumers by providing them with brands that have a similar appeal to ours all in one place,” she added.