Not Just Another Store opens in London's Shoreditch

A new experiential retail space curated by online platform UTTER and menswear brand MARR has just opened in the heart of London's Shoreditch, opposite one of fashion's favourite hang-outs the Ace Hotel.

Not Just Another Store forms a community retail space with collaborations at its heart and claims to have detached itself from "all the restrictions, rules and norms placed upon existing retail spaces".

Offering more than 30 emerging brands across womenswear and menswear, literature, art, homeware & interiors, Not Just Another Store also features live art from London-based artists and digital innovation through interactive games. 

Additionally, a customisation and personalisation area allows NJAS's team of in-house designers to revitalise customers' old wardrobe, whether through tailoring, adding embroidery or making bespoke pieces from scratch.

The concept is the brainchild of UTTER, the online retail platform founded in 2013 to help emerging and contemporary fashion brands to have their voices heard in a competitive fast-fashion market, and independent menswear brand MARR, which was established in 2012 by Marcel Robin and Alex Ruimy.

UTTER has worked with 50 international emerging brands since its launch and has held five international pop ups in LA, London and Oakland and has opened a store in BOXPARK Shoreditch. MARR was founded on the basis of creating "unexampled statements through the reinterpretation of existing styles and shapes powered by the fusion of art".

Over the past year MARR has secured stockists worldwide in markets including Japan, South Korea, Saudi Arabia, Taiwan and the UK. Its designs have been worn by many celebrities including; Winnie Harlow, Rita Ora, Chris Brown, Kevin Hart and Hayley Baldwin. 

Not Just Another Store is based at: 189 Shoreditch High Street, London, E1 6HU