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Calling all fashionistas: a London-based womenswear brand loved by influencers and A-listers alike has opened its second store in the capital. Famous for its edgy and feminine 00s and 90s ‘brit-girl’ designs, Peachy Den is one of those labels that’s particularly massive ont’ internet, and from today (April 2), fans of the cult-favourite brand can shop in its very central new location.
Entrepreneur Isabella Weatherby founded Peachy Den roughly six years ago, and since then the business has gone from strength to strength. It’s taken London’s Y2K clothes warriors by storm, and has even accumulated a star-studded fanbase (Dua Lipa, Olivia Dean, Zoe Kravitz, and Chicken Shop Date’s Amelia Dimoldenberg are just a few of the many celebs who’ve been pictured wearing the brand).
Plus, Peachy Den has been making giant amounts of sales. Its first permanent location in Shoreditch, which opened in July 2024, raked in seven-figure revenues in the last year alone. The label’s new flagship is on Brewer Street in Soho.
Anyone familiar with the brand will know that its extremely chic clobber, which includes anything from checkered capris to funky blouses, is pretty high in price, in exchange for high quality. Tops cost around £80 while trousers can set you back more than £100.
Lots of Peachy Den collections, including the super-duper low-waisted collection that immediately went viral after dropping in February, are limited to a one-time release. Most of the garms are also only available in-store, so fashion-victims, get down there.
Peachy Den, 10 Brewer St, W1F 0SB.
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