We've had denim on the mind lately, and while specialists such as Denham and Son of a Stag are keeping things interesting in East London, we decided to take a look around Soho to look at some other stores offering an alternative approach to denim retail.
The Nudie Denim Repair Shop is proving ever popular (we overheard a lead time of 4 weeks for denim repairs) with jeans in need of repair entirely covering one side of the space. Interesting seeing service that would once be reserved for denim enthusiasts in such high demand.
Relevant then to visit the other end of the spectrum in Rivet & Hide, a store that has grown from online only, to appointment only and now finally a full store. Located just off Charlotte St, the shop doesn’t get heavy footfall and relies on its reputation as a destination for fans of the hard to find denim brands it stocks. Offering an authentic chain stitching hemming and repair service on an original Union Special sewing machine from 1950 (sourced from a collector in California). This a level of service and quality that those who are serious about their denim will look for.
Levi’s Vintage is pushing a similar approach with an offer of its more hard to find vintage clothing (complete with lo-fi navigation to match). The store is good evidence that as customers become more knowledgeable and demanding in their tastes, it’s important that retailers find a balance between genuine authenticity and commercial viability.