Zilver opens first flagship in London with SS22 collection launch
Sustainable fashion brand Zilver has opened its first flagship store in London, following the success of its London pop-up in October.
Founded with a responsible mindset, the brand aims to break the stigma of "sustainability being unsexy" by offering fashion with a modern style.
Located in Soho, the store opened yesterday with its new SS22 collection, titled VIRGO 1. Described by Zilver, the collection is "clinical, galactical, sharp and calls upon references including but not limited to astronaut uniforms, coding and orthopaedic braces".
The store design is inspired by futurism and nature, with a living garden on the exterior, aiming to bring Central London an injection of vibrancy while absorbing carbon dioxide.
Pedro Lourenço, Founder and Creative Director at Zilver, said: “One of the most exciting things about the store and what has fulfilled the whole process is the idea of the vertical garden. Our cities need a new way of thinking. Fashion is such a polluter and while we do have a very strong commitment to sustainability, we wanted to contribute something to Soho, an area that doesn’t have much greenery.”
“The shop represents a momentous stage for the brand. After testing the retail experience, we understand that the products attract enough attention to warrant a store. Our pop-up was an organic trial and it gave the customers a chance to connect with the brand beyond the digital world. We live in such a digital world and everything is focused on shopping online; there’s something grounding about being able to experience and try on clothes in a physical space.”