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Son of a Stag, Shoreditch, East London

Chosen by Gabriella Habib, marketing manager of Lee Jeans

I love the fact that this store is in the heart of Brick Lane among the vibrant bars, restaurants, art galleries and vintage stores. Located opposite Rough Trade Records, Son of a Stag is targeted perfectly at the cool individuals who frequent this area.

The store is a home for heritage denim brands but it is the way the owner, Rudy Budhdeo, presents this heritage product with carefully selected on-trend stories that makes this store a great destination. The brand mix includes strong names such as Lee, Edwin, Levi’s Vintage, Red Wing and Carhartt.

The store oozes individuality; collections are presented to consumers in and among carefully selected props which Rudy finds on his travels. This attention to detail in terms of presentation is what makes Son of a Stag come alive.

The focal point of the store is the authentic Union Special 43200G sewing machine, which Rudy uses with threads sourced from the suppliers to offer a chain-stitch alteration service in store.

Address The Old Truman Brewery, Brick Lane, London E1

Telephone 020 7247 3333

Owner Rudy Budhdeo

Brands include Levi’s Vintage, LTB, Master Smith, Studio D’Artisan

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