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Shopwatch: The Goodhood Store

After seven years on a quiet back street, The Goodhood Store has moved centre stage with its new Shoreditch store.

Partners Kyle Stewart and Jo Sindle opened the original Goodhood Store on Shoreditch’s quiet Coronet Street seven years ago, when the east London neighbourhood’s cool, creative reputation was still holding up against the influx of big-name brands.

Described by Stewart as “a lifestyle for people who appreciate the finer details in life, people who are motivated by culture, music, art and design”, Goodhood’s old sleepy store built a reputation among discerning customers who sought it out thanks to its carefully selected edit of niche names and emerging men’s and women’s labels such as Junya Wantanabe, Norse Projects and Soulland, with the store itself contributing to the area’s growing fashion reputation.

But this month Goodhood moved from its original 800 sq ft home to a two-floor, 3,000 sq ft space a short hop away at the bustling and much more centrally located 151 Curtain Road, taking over a former English college that had been empty for more than a year. “I think even though the area is so hot, people overlooked the property because it was quite frightening inside,” says Stewart. “It took vision to see what it could be.”

That vision has turned into a unique shopping experience that walks the line between concept store, cool luxury emporium and a beautiful apartment straight from an interiors magazine, all designed in-house by Sindle. And there’s a full-sized log cabin in one corner of the ground floor just for fun, complete with rough wood exterior and interior clothing rails.

A wall of wooden shelves on the ground floor acts as a shoe display but also divides the space, splitting the menswear and womenswear sections while keeping a feeling of light and space. Simple fixtures such as white rails and light wood shelving sit next to marble-topped display tables, an array of statement designer chairs and quirky patterned rugs. Small potted plants, burning candles and piles of magazines (all of which are for sale) are scattered throughout the store.

Alongside its increased offer of 180 brands - which now also includes Adidas, Ganni, DKNY, Wood Wood and YMC, priced from about £30 for a men’s T-shirt to £793 for a leather jacket - the new store has also added homeware and cosmetics areas, as well as a cafe, Commune at Goodhood, all on the basement level, meaning those who seek it out really can eat, live and sleep the Goodhood lifestyle.

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