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50M

50M AN EXPERIMENTAL CONCEPT STORE

50m is an experimental concept store based in London specialising in contemporary fashion.

This multi-brand retailer presents a carefully curated edit of the most covetable products and latest fashion innovations. Devoted to supporting and showcasing emerging designers, 50m champions new designers by providing affordable space in a luxury area to sell and present their collections, and in turn, provides consumers with a transparent retail environment.

The store is a contemporary reference to the seminal Kensington Market, an indoor market well-known for the unusual and alternative which provided a space for fashion brands, talent and subcultures to sell their collections from the 1960s-1990s. Emerging London fashion designers sit alongside new-wave global brands, as well as a unique selection of exclusive items, from home accessories to creative gifts. Brands stocked include womenswear designers such as Ryan LO and Faustine Steinmetz, Kepler and Phoebe English, menswear designers Daniel Fletcher and Bethany Williams, as well as a range of up-and-coming talent.

In keeping with its initial inspiration, 50m is also an event and exhibitions space that features a café and in-house bar. The store aims to create a community for both customers and designers by hosting themed quarterly takeovers. Each theme is selected in response to a global issue which is then reflected in the space through visual interpretation, specially commissioned

installations and limited edition products. Building a collaborative community and presenting an ever-evolving shopping experience, the space will also hold a special events programme of talks, workshops and performance hosted by creatives from all fields. The store is founded by Something & Son, a collaborative and activist-led collective working across art, design and architecture, creating diverse work that is socially and environmentally driven. They conceived of 50m to change the balance of power between shops and designers and create a store where people don’t simply consume stuff but can meet designers, hang out with friends, cooperate and collaborate.