Young British!

23 September 2010

Have you ever dreamt of discovering a one-stop-shop - that not only stocked all your favourite hard-to-find labels but that was also available nationwide? Well, say hello to The brain child of four entrepreneurs who have years of fashion experience in both design and the business side of things and who aim to make up-and-coming British designers available on a global scale. Bionda Castana, Lucy Hutchings, Felicity Brown plus many more under the NewGen, On/Off and Esthetica umbrellas are available to buy now. We're coveting Eudon Choi's military footwear - perfect for dipping into this winter's military trend. Previously heading up the design team at Twenty8Twelve until he launched his own label in 2009 - he has recently been announced as a winner of the BFC Elle Talent Launch Pad. We're backing British and so should you!

Military boots, £425, Eudon Choi at

- Lily Russo


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