Shaftesbury announces the arrival of emerging sustainable vintage store, Dunno. Curated

Shaftesbury announces the arrival of Dunno. Curated, a brand new vintage store that opened at 8 Berwick Street on the 27th of July. The store will contribute to the diverse array of independent brands in the area and boasts a spacious 460 sq ft.
Samantha Bain-Mollison, Retail Director, Shaftesbury says: “We are delighted to welcome Dunno. Curated to Soho. This refreshing new vintage store will offer visitors an exciting collection of exclusive vintage designs. As a brand they are committed to sustainability at every aspect of their supply chain, with this critical conscious approach they are a welcome addition to our portfolio of sustainable brands.”

Dunno. Curated Owner Dylan Cross says, “Soho is the single greatest community of creatives arguably in the world. At Dunno., our number 1 goal is to become a part of this community.”

Dunno. Curated is an independent, unisex store which offers specially curated vintage fashion with streetwear. The shop will bring an exciting new sustainable retail experience to the heart of Soho. The opening collection consists of handpicked vintage apparel, handcrafted reworked and upcycled workwear and streetwear, and a unique selection of rare sneakers.

Dunno. Curated’s ethos stems from the Parisian style, where to successfully curate an outfit from head to toe, you must look at an outfit holistically and not just the sum of individual pieces. Leaning into this idea, they have created the “Dunno: Head to Toe”, where customers are challenged to purchase an entire outfit in the store. Upon successful curation of an on trend outfit the customer will be gifted 20% off their next purchase and a polaroid picture will be added to the “Dunno Head to Toe, Hall of Fame.”

Dunno. Curated Owner Jamie Cameron says, “Dunno. Curated isn’t a vintage store. It’s a modern clothes boutique with vintage at its core.”

The vintage industry is recognised to be inherently more sustainable than the alternatives. However, Dunno. Curated refuse to be ‘sustainable by default,’ and are focused on going above and beyond at every point of the supply chain. From customer packaging to the materials used to build the store. Dunno. Curated believe in sharing ‘sources’, a belief which is not often found in the competitive vintage clothing industry. This belief aims to encourage younger generations to start selling vintage clothes for a sustainable future for the fashion industry.

Visit the store at 8 Berwick St, London W1F 0PP.

Joint agents Hanover Green Retail, Nash Bond and Cushman & Wakfield acted on behalf of Shaftesbury.

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