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Beach in the East Launches in London

Online retailer Farfetch.com and brand consultant Yasmin Sewell have teamed up to create a new retail concept.

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EAST WINDS: Online retailer Farfetch.com and brand consultant Yasmin Sewell have teamed up to create a retail concept in London called Beach in the East, which aims to fuse British style with 1970s California cool. Beach in the East showcases up-and-coming labels in a pop-up shop in Shoreditch, East London, and on Farfetch.com. Held at Paper Maché Tiger, a 538-square foot venue with a purpose built swimming pool, the show features bespoke items from artists and an international roster of designers including Acne, House of Holland, Thomas Tait and Sophia Webster.


“It was like categories and designers we love, all put together very fast, in like five weeks,” said Sewell. “I love eccentric British fashion but I also love clean American sportswear and summery Australian wear.”


José Neves, chief executive and founder of the fashion retail site farfetch.com, said Beach in the East “is about uniting the world’s best independent designers, so it has a natural synergy with what we do at farfetch, uniting Yasmin’s impeccable eye with farfetch’s global fashion hunters through our virtual boutique.” The pop-up will be open through August 24th.