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Online hip culture mag HUH launched its first store in late 2011, selling a selection of its favourite sartorial items. The selection is reliably good, if a little safe: Armor-Lux striped tops, Herschel satchels and Carharrt chinos for the boys, and Swedish Hasbeens clogs, Cheap Monday skinnies and WeSc jumpsuits for the girls. There’s also Happy Socks and fresh coffee for everyone. It might be an obvious formula, but at this end of east London it’s hard to find anything except vintage retailers or pound shops to spend your fashion budget on. This small, minamalist, Scandinavian-style store strikes the right note between ‘effortlessly cool’ and ‘trying waaay too hard’and is a refreshing addition to the area.