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Ever wandered down Kingsland Road and noticed, as the street name changes to Stoke Newington Road, a pretty nondescript-looking building, plain except for a single word - ? Me too, so I decided to find out more...

, turns out to be not just a store, but actually the retail outlet for an online style magazine. Whether it is art, culture or general lifestyle topics you are looking for - seems to have all bases covered. Presumably aimed at the young, fashionable arty-types who frequent ever-so-hip areas such as Shoreditch and Dalston, it seems logical that you would put a store here, in the heart of the cool district.

A wide selection of items are available, either directly from the shop, or by mail order , and consist of fashion for both men and women, as well as items such as books, magazines and even homeware goods. There is a real focus on quality, fashionable products- probably to be expected from a magazine with its finger so firmly on the pulse of what is happening now.

The website is clean and efficient in its design, with nice big images of the products available, and a clear categorisation system is employed along the left-hand side.

Now for the big question - why the name ? Well, though I can't answer that for you - I can tell you that it was named one of the most irritating words in English - according to Dutch researchers. Meant as a sign of indifference, or an informal way of saying you didn't hear something or to say it louder, it gives a sense of power, which as you can see from the shopfront, really is inspired in its eye-catching qualities.

Time to get yourself down there then, huh?



#dalston
#shopping
#lists
%wnlondon