Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

06 Present

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.

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.