Shoreditch and the East End has a really relaxed feel to it. It’s made up of streets with independent brands and there’s always something new popping up.
When I first moved to London I was based in this area. I worked in a couple of local pubs and commuted into Covent Garden for a retail job – I guess in spirit I never really left. When I started my brand I felt the area had the right atmosphere. I was based just off Redchurch Street behind the Ace Hotel, in a row of 19th century workshops. Its little corners off the beaten track that I like about East London (and London as a whole if I’m honest). Very unassuming places that house great unknown companies.
My neighbours are clothing brands, hairdressers, architects and artists. Shoreditch does tend to have two sides to it. In recent years, it’s attracted many for its weekend night-life, but I much prefer its midweek feel. You can get a good coffee and sit outside on most streets if the weather’s right, it’s a really nice way to start the day. It’s an area that you can amble around in and discover new things. It’s multi-cultural, and has some beautiful buildings.