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45 Utter Nutter

93 South Street, Romford, Essex

Who you need to know Owner Kashif Qazi

Brands include Edwin, Dockers, Farah, Nudie Jeans, Penfield, Polo Jeans, Red Wing, Vans, Wrangler

Utter Nutter owner Kashif Qazi has built up an unrivalled knowledge of the men’s denim market starting from its origins as a small shop in Ilford in 1990 to its current larger store in Romford.

His Essex store houses 3,000 pairs of jeans, and Qazi believes the secret to its success is focusing on premium denim.

“We’re probably alone [in doing that], but we don’t just sell iconic Japanese brands, we sell commercial, premium pieces too and not many others do that,” he says.

With a move to bigger premises in the same street scheduled for June, Utter Nutter continues to show rivals how having a niche can be a winner.

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