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

Machine-A, Soho, London

Chosen by Martyn Roberts, director of talent initiative Vauxhall Fashion Scout

I’m always eyeing up independent stores with Vauxhall Fashion Scout in mind, and Machine-A (formerly Digitaria) is a great champion of new British and international design talent. Its founder, Stavros Karelis, stocks a brave mix of names to watch, including Piers Atkinson, Gemma Slack and House of Blueeyes.

The team behind the store is not afraid to try out new ideas and the store encapsulates the very modern concept of fashion as entertainment - like Selfridges but on a more modest budget. They actively engage with their customers through innovative and unexpected collaborations and evening events.

One of the major challenges facing emerging British fashion designers is that, outside key places, they struggle to get their collections into independent stores in the UK. Machine-A offers an exciting mix of brands, merchandised in an eclectic environment, and goes out on a limb to push the vanguard of new talent.

Address 60 Berwick Street, London W1

Telephone 020 7998 3385

Owner Stavros Karelis

Brands include Charlie Le Mindu, Komakino, Lina Osterman, Millie Cockton

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.