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Start, Rivington Street, Shoreditch, east London

Chosen by Chris Dewar-Dixon, director of graphic and interior design agency Four IV.

In a world in which  every high street increasingly looks the same, an individual boutique shines out like a beacon. It’s easy to opt for the look that is hot that week, but many individuals want to maintain a more personal approach, and they should make a journey to this treasure of a store hidden in deepest Shoreditch, east London.

It’s the ambience of the space in Start that inspires me (as well as the collections). It’s a bit like popping round to your best mate’s for a cup of tea. Loads of pictures of the owner’s pet pugs adorn
the walls, browsing is easy and service is given with a capital P for personal. Yes, it’s expensive, but I’d much rather look around here than some monastic space
on Bond Street that’s more like a gallery.

Individuality is paramount to style. Big brands should take note – there’s a lot to learn from this little store for those in the know.

Address 42-44 Rivington Street, London EC2A

Telephone 020 7729 3334


Owners Brix Smith-Start and Philip Start

Brands include Acne, Alexander Wang, McQ

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