Moment / 24 May 2019

Boutique | The Goodhood Store

This 3,000ft split level Shoreditch concept store, founded in 2007 by former denim designers Kyle Stewart and Jo Sindle, houses an impressive selection of designer brands with a relaxed outdoorsy Scandinavian feel. A big focus is on skate and streetwear with brands such as Neighborhood, Stüssy and Vans. The lower ground floor is dedicated to homeware, beauty and grooming from the likes of Aesop and Malin & Goetz. There is a small selection of books and records and a café serving restorative flat whites to fatigued shoppers. Goodhood also showcases their own label Goods by Goodhood, offering jewellery, T-shirts, mugs and canvas bags and collaborations with other exciting brands.

Inside the store

The phrase 'London concept store' rolls off the tongue today - visitors to the city expect the wave of edgy, pristine stores that line the streets of Shoreditch, often looking more like a gallery than shopping space and commanding a loyal, sometimes frenzied engagement. 10 years ago, this wasn't the case. High street stores such as Topshop ruled womenswear, and Shoreditch itself was still a burgeoning destination in London, with more abandoned warehouses than packed artisanal coffee shops.

It was against this backdrop that Goodhood founders Kyle Stewart and Jo Sindle decided to quit their jobs and start a new kind of store in London: one which promoted niche, independent labels and demanded a certain level of cool, savvy shopping knowledge to discover its existence at all. Fast forward a decade and Goodhood is an institution on the London shopping scene. Much like Colette in Paris, or Dover Street Market, it's a destination, offering an eclectic, expertly curated selection of mens- and womenswear from across the world. Downstairs, shoppers have the opportunity to lose themselves in the lifestyle section, then take a break at the Goodhood café.

Store Display