Born in 2001, London based clothing brand Folk offers contemporary casualwear for men and women, designed to offer under-stated but luxurious fashion with a gentle homespun feel. Paying close attention to the quality of the fabrics they use, the brand place heavy emphasis on their attention to detail and innovative designs. Marble heads designed by the sculptor Paul Van Stone, rope hung lighting and reclaimed wool cladding run as themes throughout their four London stores- creating an atmosphere of simple, urban chic. The clothing offers modern, understated design that would appeal to wide audience, but with women's jumpers retailing at around £175, you'll need to be blessed with a healthy bank balance.
Folk is number 47 in our list of the 100 best shops in London.