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New vintage fashion and streetwear store Dunno Curated opens in Soho

Tom Bottomley
23 July 2021

A new independent vintage fashion and streetwear store called Dunno Curated has opened its doors for the first time today at 8 Berwick Street in London’s Soho.

The 460 sq ft space is housing handpicked vintage apparel, reworked and upcycled workwear and streetwear, as well as a unique selection of rare sneakers and picks from a selection of sought-after designers and brands.

An idea born of lockdown to curate a holistic vision of what fashion is today, it’s been set up by a tight-knit group of young entrepreneurial friends, headed by COO Dylan Cross an CEO Jamie Cameron.

Cross said: “Dunno Curated isn’t a vintage store. It’s a modern clothes boutique with vintage at its core. Soho is the single greatest community of creatives arguably in the world, and our number one goal is to become a part of this community.”

Samantha Bain-Mollison, Retail Director at landlord Shaftesbury, added: “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, and with this critical conscious approach they are a welcome addition to our portfolio of sustainable brands.”

The instore selection includes used Levi’s 501’s, Carhartt and Dickies workwear, and sourced pieces from outdoor brands such as LL Bean, Eddie Bauer and Patagonia.

Additionally, 20% of the stock has been sourced from exclusive designer brands including Balenciaga, Prada, YSL, Burberry, Stone Island, Our Legacy and Celine as well sought-after Japanese designers such as Comme des Garçons, Yojhi Yamamoto, Undercover and Nepenthes brands including Needles, Engineering Garments and South2 West8. There’s also pieces from streetwear brands such as Supreme, Palace, BAPE, and AFFIX.

The “Dunno: Head to Toe” concept challenges customers to purchase an entire outfit in the store. Upon successful curation of an on-trend outfit, customers will be gifted 20% off their next purchase and a polaroid picture will be added to the “Dunno Head to Toe, Hall of Fame.”

The vintage industry is recognised to be inherently more sustainable than the alternatives. However, Dunno Curated is refusing to be ‘sustainable by default,’ and is focused on going above and beyond at every point of the supply chain - from customer packaging to the materials used to build the store.

It also aims to encourage younger generations to start selling vintage clothes “for a sustainable future for the fashion industry”.

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