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24 Indigo & Cloth

Basement 27, South William Street, Dublin

Who you need to know

Owner Garrett Pitcher (left)

Brands include Ally Capellino, Dagmar, Edwin, Fifth Avenue Shoe Repair, Oliver Spencer, Our Legacy, SNS Herning, Stylein

Situated in a basement store in an off-pitch street in Dublin, Indigo & Cloth’s unassuming location belies the fact it houses some of the hottest labels around. Since its launch in 2007, the store has developed a loyal following which loves its cool mix of mainly

Scandinavian menswear and womenswear brands such as Our Legacy, Fifth Avenue Shoe Repair and (new for spring 11) Acne.

With no windows to display product or lure passing trade in the traditional manner, owner Garrett Pitcher had to market the store as a destination right from the start. He does this by rotating the brand mix two to three times a week and giving the store a major layout overhaul six times a year to keep it looking fresh, as well as using local media and the store’s own blog to communicate with customers.

One fan of the retailer says Indigo & Cloth is a “breath of fresh air” in a city not known for its choice of men’s fashion. “The clothes are trendy, different and really excellent quality.”

Another admirer adds: “Garrett is fantastic and is always positive in a very negative Ireland. He is truly inspiring.”

Pitcher says the recession, which hit just three months after Indigo & Cloth opened, has spurred him on to work harder and smarter and the majority of brands stocked are exclusive to him in the Republic of Ireland. This commitment has turned the business - which was dreamt up over drinks in Sydney, Australia, while Pitcher was travelling - into a store with international regard.

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