Wholesome

No longer a spooky Shoreditch back-alley, Rivington Street has become a buzz destination for shoppers keen to avoid the ubiquity of high-end London. With its exposed brick and well-edited streetwear, Wholesome fits right into the Rivington scene – but it's inimitably more affordable. Opened in late 2009 by Kyle Miller and Kyle Hougham, both former fashion buyers, the racks are full of young labels at friendly prices.