How long you guys been open? asks a bemused customer. About three hours, replies Simon, sounding equally bemused. Located on the increasingly fashionable Calvert Avenue, Anthem is an extremely brand new independent menswear store.
It occupies a space once home to a betting office. Now, with its concrete floor and bare brick walls, it's been totally transformed.
Stakes however, remain high. The stock is a fresh combination of dead-certs and wild cards - a tasteful mix of high end brands - (Commes, Folk, Dries) and a number of virtually unknown brands, all creating a very grown-up but understated feel. As with the interior, there's a cool nautical theme running throughout.
No, we're not all about Made In England or anything like that..., says Simon, one half of the Anthem partnership. Back in the day, Simon set up the still thriving menswear section at Liberty's .... it's more about quality of design for us, he explains.
Craft is also an important part of what we're about, adds Jeremy, the other half of Anthem. His previous life was as a below-the-line marketing man, based just 'round the corner in the Tea Building - experience which should prove a real advantage when Anthem eventually goes online.
We really wanted to get the shop open first - Jeremy explains about the current lack of an online presence - although I've been told that there are some people who wont even think about going to a shop unless they've seen the website first, he says.
I guess those people are what you'd class as late runners, I say.
Open everyday: Anthem, 10-12 Calvert Avenue, London E2
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Author:
Jason Jules
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