After a gestation period of three years, Guts For Garters, London’s newest art-cum-fashion-cum-curiosity concept store has finally opened its doors. Located - not, as one would expect - in the East End but hidden away on an unassuming Camden street. We sat down with the founders of this unique wonder-emporium, Coulthard Institute graduates Rachel Chudley and Cassie Beadle, to pick their brains. We're assured that this store is one of a number of inspired endeavours popping up to reclaim Camden’s rich history - now buried under the market’s escalators that seem symbolic of the area’s ruin. Guts For Garters appears central to this revitalization, housed in “a whole creative space; the store, a gallery and artist’s studios”.

“We wanted to create an alternative to throwaway culture," Rachel explains. "The store sells things for people to pass down to their children; they invest in the quality but also the idea. Rather than it being like a gallery where you look around with a rope in the way, you can go home with something. We want to make art fun and available.” The girls have emphasised a return to archaic ideas so alien they seem almost futuristic to those who spend weekends generating piles of high-street panic-purchases rather than considering artistic investments.

The space itself is less a shop, moreover, a bedroom overflowing with precious and loved junk. But it won’t always seem like this; akin to a gallery, there will be three themes at Guts For Garters each year and the space will change radically with each. The first theme is the rather aptly timed, ‘The Royal We’. Rachel explains: "This is a contradiction. When The Queen refers to ‘we’ or ‘us’ she means ‘me and God’, which is ridiculously exclusive. But as a nation we own her and if we revolted she wouldn’t be here.  This is no praise of the monarchy, rather an aesthetically pleasing, peaceful rebellion."

Housing a glorious mish-mash of antiques, memorabilia, furniture and majestic vintage fashion, sourced almost entirely by Rachel and Cassie, you're likely to find including rare Vivienne Westwood alongside McQueen and Biba. And then there’s the artwork. Even the most ameteur of art buyers can find somewhere to conceive their collection amongst the fifteen contributors. One has the option to experiment in punk with Jamie Reid’s Sex Pistols cover art, anarchy with Carrie Reichardt’s tiles or appreciation of the blood and guts of Kings and Queens past with Andy Walker’s ‘off with his head’ inspired fashions. Such an abundance of choice under one roof is overwhelming but beautifully executed, and the decadence dovetails harmoniously with the regal subject.

The oh-so timely opening of the store in the month prior to the Royal Wedding confirms how the lighthearted bastardisation of our Monarchy is so thoroughly appreciated. At the opening, guests were treated to ‘Kate Middleton’ performing a burlesque dance, stripping down from her wedding dress to union jack pasties and leather straps - completed with only a picture of her betrothed  covering her dignity. A very amused HRH lookalike watched approvingly from the balcony, waving occasionally. Anti-monarchy? Possibly. Tongue-in-cheek teasing than tasteless treason? Absolutely.

For more information on the store visit http://www.gutsforgarters.com

Guts For Garters: bottom floor of The Cob Gallery,205 Royal College Street, Camden, NW1

[Kate Middleton image: Christopher James]

Posted on March 17, 2011 at 7:13:50 by Jessica Riches