Sustainability focused fashion and wellness pop-up launches in Regent Street

Westminster City Council, The Crown Estate and New West End Company (NWEC) have joined forces to launch a pop up store at 88 Regent Street, showcasing six brands who were founded in the local area and champion sustainability.

The Crown Estate has provided the dedicated space, and worked with the council and NWEC, to create a unique opportunity for these independent brands to promote their products on one of the most famous shopping streets in the world.

After a competitive selection process, the six chosen brands are companies founded in the local area and all have a long-term commitment to sustainability - including LR.D, Petit Pli, Lab Tonica, Saywood, Buttress & Snatch and 4649.REC.

From now until 31 October, each brand has a dedicated space within the store which they have customised to communicate the authenticity of their products and the story behind them.

Visitors are able to have a personal and distinctive shopping experience as they move through the store with the opportunity to interact with the brand’s founders and learn about their sustainability practices.

Some of the unique sustainability techniques include the upcycling of vintage family kimonos to create items from jackets and the art of slow tailoring to craft unique pieces of lingerie from local suppliers with zero waste.

In addition to the brands themselves, the store itself has been produced with sustainability in mind - sustainable materials have been widely used throughout, from the large message board on arrival created from 80% recycled plastic bottles to the furniture fixings made from sterling board, an eco-friendly material consisting of recycled wood particles.

At the end of the project, all the materials will be collected to be repurposed for future projects or sent to the closest recycling plant to generate green energy. By experimenting using space in a different way, it is hoped that the project will support the brands to grow their customer base, educate consumers about sustainability and attract more visitors back to the area.

The timing of the Regent Street Edit correlates with London Fashion Week and NWEC’s sustainable fashion month.

Councillor Matthew Green, Cabinet Member for Business, Licensing and Planning at Westminster City Council, said: "The Regent Street Edit supports two of Westminster City Council's key objectives: attracting footfall back to the West End and sustainability. It also allows us to invest in budding entrepreneurs by giving them the opportunity to grow their businesses on one of the world's greatest shopping streets. This is the seventh pop-up to be supported in the West End by Westminster City Council and I'm confident that it will attract residents and visitors alike to enjoy an immersive and intimate shopping experience that supports sustainable fashion."

Bob Dawson, Head of Regent Street at The Crown Estate, added: "Bringing our spaces to life with brands that promote sustainability is a step towards our shared vision of creating destinations that make a meaningful difference. It is great to part of this initiative, with our partners, providing independent businesses a unique opportunity to showcase their brand in a prime central London location."

The Regent Street Edit is open to the general public at 88 Regent Street from now until 31 October, Monday to Saturday 10am – 7pm and Sunday 12pm - 6pm.