Retail destinations in London (and beyond) are beginning to resemble someone's beautifully curated and lived-in home. As Tom Horne, co-founder of essential menswear fashion label LESTRANGE, puts it in the notes behind the brand's just-unveiled new Soho concept, The Apartment, from greater demands come greater responsibilities, and room to evolve. "Ten years ago, retail was primarily about acquisition," explains Tom, one half of the label, known for its With Less, Do More motto and minimalist-chic seasonless wardrobe.
However, now that brands can go viral without ever opening a physical door, old-style brick-and-mortar stores have one challenge: attracting people by offering "something the internet simply can't replicate". The Apartment stems from that very aspiration. Completed by Tabitha Organ's namesake design studio, Tabitha Isobel, and launched earlier this month, the London concept store is a perfect synthesis between LESTRANGE's environment-conscious vision of fashion and the designer's "grounded, tactile, and instinctively calming" aesthetic, as she herself described it in a recent interview published in Livingetc.
