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SHAFTESBURY ANNOUNCES THE ARRIVAL OF EMERGING SUSTAINABLE VINTAGE STORE DUNNO. CURATED’S FIRST STORE IN SOHO

Shaftesbury announces the arrival of Dunno. Curated, a brand new vintage store opening at 8 Berwick Street on the 27th of July. The store will contribute to the diverse array of independent brands in the area and boasts a spacious 460 sq ft.

Samantha Bain-Mollison, Retail Director, Shaftesbury says: We are delighted to welcome Dunno. Curated to Soho. This refreshing new vintage store will offer visitors an exciting collection of exclusive vintage designs. As a brand they are committed to sustainability at every aspect of their supply chain, with this critical conscious approach they are a welcome addition to our portfolio of sustainable brands.”

Dunno. Curated Owner Dylan Cross says, “Soho is the single greatest community of creatives arguably in the world. At Dunno., our number 1 goal is to become a part of this community.”

Dunno. Curated is an independent, unisex store which offers specially curated vintage fashion with streetwear. The shop will bring an exciting new sustainable retail experience to the heart of Soho. The opening collection consists of handpicked vintage apparel, handcrafted reworked and upcycled workwear and streetwear, and a unique selection of rare sneakers.

Influenced by international stores like Tres Bien, Our Legacy, DSM as well as local legends like Duke’s Cupboard and Teejerker. Dunno. Curated is expressing its niche by sourcing sought after designer products and pairing them with vintage classics like Levi’s famous 501’s, Carhartt and Dickies workwear, outdoor brands like LL Bean, Eddie Bauer and Patagonia. Alongside this, 20% of the stock has been sourced from exclusive designer brands including iconic European brands Balenciaga, Prada, YSL, Burberry, Stone Island, Our Legacy and Celine as well sought-after Japanese designers such as Comme des Garcons, Yojhi Yamamoto, Undercover and Nepenthes brands including Needles, Engineering Garments and South2 West8. Plus, not forgetting their roots, rare, hyped streetwear brands such as Supreme, Palace, BAPE, and AFFIX.

Dunno. Curated’s ethos stems from the Parisian style, where to successfully curate an outfit from head to toe, you must look at an outfit holistically and not just the sum of individual pieces. Leaning into this idea, they have created the “Dunno: Head to Toe”, where customers are challenged to purchase an entire outfit in the store. Upon successful curation of an on trend outfit the customer will be gifted 20% off their next purchase and a polaroid picture will be added to the “Dunno Head to Toe, Hall of Fame.”

Dunno. Curated Owner Jamie Cameron says, “Dunno. Curated isn’t a vintage store. It’s a modern clothes boutique with vintage at its core.”

The vintage industry is recognised to be inherently more sustainable than the alternatives. However, Dunno. Curated refuse to be ‘sustainable by default,’ and are focused on going above and beyond at every point of the supply chain. From customer packaging to the materials used to build the store. Dunno. Curated believe in sharing ‘sources’, a belief which is not often found in the competitive vintage clothing industry. This belief aims to encourage younger generations to start selling vintage clothes for a sustainable future for the fashion industry.

The brand joins a line up of exciting brands including Oliver Spencer, Supreme, Universal Works and more!

Visit the store at 8 Berwick St, London W1F 0PP

Joint agents Hanover Green Retail, Nash Bond and Cushman & Wakfield acted on behalf of Shaftesbury.

For more information please contact Sister London:

meghan.ryan@sisterlondon.com / 020 7287 9601

Follow @ThisIsSoho and visit ThisIsSoho.co.uk for full updates, news and information

Dunno. Curated

Dunno. Curated is a clothes store set up by a tight-knit group of young entrepreneurial friends, whom they call ‘The Dunno Family.’ An idea born out of lockdown, to curate a holistic vision on what modern fashion is today, by only using apparel from the past and pairing them with the hardest-to-find, commodity-esque sneaker and streetwear. The business is led by Jamie Cameron (CEO) and Dylan Cross COO.

For more information visit @dunnocurated and visit  www.dunnocurated.uk from late August 2021

About the Location

8 Berwick Street. Located on a three-hundred-year-old market in the heart of Soho. An interconnection of art, theatre, music, fashion, business, family, food and drink. Album Cover of,” What's The Story Morning Glory.” Directly below, in the basement at 8 Berwick St, lies the famous Berwick St Studios. Previously, home to David Bowie, Sting and the Police, Beyoncé, the Sex Pistols, Oasis, Amy Winehouse and many others. If you ever hear drums underneath your feet as you browse the store, now you know why.

Soho

Soho is the creative hub of London’s West End with a vibrant mix of independent and concept fashion stores, restaurants and bars. Shaftesbury’s Soho portfolio includes 39 shops and 31 restaurants, bars and cafes across several Soho streets including Berwick St, Broadwick St, Denman Street and Brewer Street.

About Shaftesbury

Shaftesbury owns and manages a 16 acre property portfolio in the liveliest parts of London's West End.  The portfolio comprises of restaurants, cafés, pubs and shops, extending to apartments and offices in the highly popular, sought-after and prosperous locations of Carnaby, Seven Dials and Chinatown, together with substantial ownerships in East and West Covent Garden, Soho and Fitzrovia. 

All our properties are close to the main West End Underground stations, and within ten minutes’ walk of the two West End transport hubs for the Elizabeth Line, at Tottenham Court Road and Bond Street.

@shaftesburyplc shaftesbury.co.uk