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This week’s hero - Supertrash

Pointing the way to the most important products, people, stories and shows in fashion right now.

Hot on the heels of its New York store opening in the US, Dutch brand SuperTrash has just unveiled its first UK store, on South Molton Street in London, complete with a shiny new wholesale showroom upstairs. Initially housing the spring 13 collection (pictured, still selling at between £30 and £250), the showroom will serve as the women’s young fashion brand’s UK base. Founder Olcay Gulsen said: “Opening our London store is key to our brand’s commercial success. We are excited about investing in wholesale here and would love to see SuperTrash move in this direction.” Trash? It’s anything but.

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