Beach in the East

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© Jessica Long
© Jessica Long
© Jessica Long
© Jessica Long
© Jessica Long
© Jessica Long

Yasmin Sewell – who you may or may not know as one  of the biggest fashion creatives in the country and the chieftain behind Liberty's transformation in to the fash-centric shopping destination it is now – has teamed up with style sales agency Papier Mache Tiger to launch a very cool pop-up shop in Shoreditch.

Launching this Saturday, Beach in the East is a summery shop set up in a disused swimming pool near Old Street. Product has been handpicked by the exceedingly tasteful Sewell, and the list of brands runs like a roll call of every cool name in London fashion – from House of Holland clothing to Prism eyewear, with armfuls of special stuff designed especially. We're very excited to see House of Holland's exclusive polka dot dungarees, Katie Hillier's punky hair accessories and some special edition Swatch watches. The whole concept has been inspired by Californian skater dudes and bleached out summer style – kind of the opposite of a rainy East London warehouse space, but no matter. We're pulling on our goggles and front crawling down there come shine or, more likely, rain. 


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