140 Shoreditch High Street, London E1
Who you need to know
Co-owners Eddie Prendergast (left) and Steve Davies
Brands include Alife, Billionaire Boys Club, Cire Trudon, F Troupe, Mismo
Present is more than your average local menswear independent. The brainchild of Duffer of St George founder Eddie Prendergast, the Shoreditch High Street shop is housed in an antiquated former cigarette company building and offers an eccentric product mix, which attracts everyone from street traders to pop stars.
“Dizzee Rascal was in buying one of our 1699 dictionaries of slang the other day, although I think it’s the edible scorpions that are most popular at the moment,” says Prendergast.
Standing out from the local area is a tough proposition in one of London’s most trend-setting areas. A tightly monitored brand list of both little-known and sought-after labels, as well as own brands such as co-owner Steve Davies’ Trickers footwear and Present’s own UK-manufactured, eponymous clothing label, launched for autumn 10, ensures it has the right trend credentials. Duffle hoodies and preppy knitwear veer into elbow-patched crew-necks and graphic-print T-shirts, while an in-store coffee bar run by Gwilym Davies, 2009 winner of the World Barista Championship, attracts browsers. “We offer the great, the good, the bad and the ugly - that’s why we’re inspiring,” says Prendergast.