Let's not beat-around-the-bush-here, sustainable fashion blows. Mostly. Yes, the sentiments are oh-so-conscience-masturbating, but we're still straddling that weird limbo between smug, mumsy hemp-smock hell and ethical shit that we actually wanna wear. Well, perhaps not any more it seems.

Perched right on the end of Brick Lane sits the imposing and lovingly restored, Grade 2 listed 123 Bethnal Green Road. Within is walls are 3 floors of directional, sustainable and (crucially) desirable fashion. 123 have been popping out reworked designer vintage for some time now, carefully selecting patterns and fabrics from their archives to remix with a modern edge, but this store is their first outing of their entirely new fashion pieces under the 123 label.

123 will also invite established designers to get into bed with them sartorially to re-work old patterns utilizing their own fabric resources. OK, not only are the clothes seven shades of gorgeous, there's no sanctimonious, earthy mawkishness in sight! Rejoice!

Fresh from his Lovebox fashion show, recycling auteur, Dr Noki has a whole floor dedicated to his NHS line. Literally known for ripping-it-all-up-and-starting-again, the perma-masked maverick will present his shredded and artfully reconstructed diffusion line exclusively to the store.

123 Bethnal Green Road, E2

Posted on August 02, 2010 at 6:48:44 by The Real Runway