Chosen by Nikki Shah, chief of operations at young fashion menswear brand Trikki.
Celebrating its 25th anniversary this year, the indie I admire is American Retro. Owner Sue Tahran opened the shop in the heart of London’s Soho in 1986 and its product selection is testament to its success. It offers an eclectic range of goods including accessories, books, cards and gadgets. Its menswear offering is modest in size but don’t let this put you off - this is a crucial choice of quality over quantity.
Familiar names such as Fred Perry and Kangol are stocked alongside smaller brands like AMH, Eleven Paris and Trikki. I’ve noticed UK indies are increasingly stocking bigger and better-known brands; American Retro stays clear of this trend and its continued attendance at trade show Margin consolidates its support for independent labels. The store is proud to have been the first UK supplier of the very successful Danish brand Humör and this shows it is capable of spotting a good label in its early days.
The service is wonderful and it really is a gem for those looking for something new with innovation and quality to its name.
Address 35 Old Compton Street, London W1D
Telephone 020 7734 3477
Owner Sue Tahran
Brands include Baracuta, Humör, John Smedley, Original Penguin