Amelia’s Magazine | 123 Bethnal Green Road – the Sustainable Fashion Concept Store

Latitude 2010-Phil Jupitas by Amelia Gregory

Illustration by Paul Shinn

So I popped along to the opening of 123 Bethnal Green Road this week with Amelia, order who I found outside clutching her phone, thumb looking a little anxious, surrounded by Dr Noki‘s entourage of weird and wonderful fashionos. I hadn’t expected this at all – and then remembered that this new store boasted an entire floor of Dr Noki’s fashions. Amelia and I both remarked what an exhausting effort it must be to be part of his clan, which left me wondering what said clan members wear to the supermarket – surely not this rig-out everyday?

Illustration by Paul Shinn

123 Bethnal Green Road promises to be a ‘sustainable fashion concept store’ and is many years in the making – gosh, that place has been ‘opening soon!’ longer than I’ve been in London. It’s beautiful on both the inside and the outside, though – and a skim of the press release reveals, unsurprisingly, that it’s a listed building – which probably explains the hold up in the opening.

Illustration by Andrea Peterson

Brought to you from the people behind Vintage For Sale, these guys know their fashion and the store stocks a range of sustainable goods – from Dr Noki’s somewhat strange NHS range featuring the now ‘iconic’ New Era reworked hats, to vintage finds with the ’123′ label. The latter being more my cup of tea (with no offence to Dr Noki, of course), here there are lots of interesting finds. Reclaimed fabrics have been reworked by the 123 design team, featuring the most covetable cuts – mini skirts, layered tops and ruffles are aplenty, making using of fascinating fabrics with all sorts of colours, patterns and textures.

Illustrations by Natasha Thompson

The store dedicates an entire floor to whacky Dr Noki, described as a ‘fashion rebel’. The doctor (I’d like to see his accreditation, please) is famed for said New-Era re-workings and outlandish creations, including turd necklaces for pregnant women. Yeah, you heard me. His ethos is a good one, though – he’s challenging the corporate giants of the fashion industry and creating one-off art pieces that, for all their nu-rave connotations, are pretty stunning – especially after a few free Salto cachaca cocktails.

…and the evening will remembered for Noki and his harem of followers, who push the fashion boundaries and are aching to be photographed (which suits me fine). Here are some photographs from the event for you to feast your eyes on:

Look at this guy. ACHING to be photographed, I tell ya. Pubis tattoos will be everywhere come SS2011.

All photographs by Matt Bramford

Categories ,123, ,123 Bethnal Green Road, ,Amelia, ,Andrea Peterson, ,Dr Noki, ,london, ,Matt Bramford, ,Natasha Thompson, ,New Era, ,NHS, ,Paul Shinn, ,Turd necklace, ,Vintage For Sale

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