Folk was born in 2001 and is the label of choice for guys who once dressed like skaters, then progressed to labels like Silas and are now after more quality, more respectability and less branding. The silhouette and the fabrics are comfortable but hip and slightly dishevelled – in a tasteful rather than grungey way (think stripes, quality knits and casual jackets in bold colours). Sister brand Shofolk offers stylish but comfortable shoes for men and women that have a hand-crafted feel (the moccasin-inspired styles dominate the collection). This is the place to head to for stylish womenswear labels Humanoid and Sessùn, and women are also catered for with a well-edited selection of jeans (from brands such as Lee) and accessories. Keep a look out for the shop’s excellent sample sales. A second standalone store opened in east London’s Old Truman Brewery in December 2009, while the also brand has concessions in Shop at Bluebird, Liberty and Selfridges.