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Who: London Fashion Exchange Why: Swishing is the latest ‘in’ thing. Juliette Margolis, who grew up in Los Angeles where thrift and second hand shopping is part of the mainstream consumer habit, has set up a place, where items can be bought, sold and traded with customers who come by with their pre loved designer, vintage and modern clothes, shoes and accessories. Where: 145, Brick Lane, London E1 6SB

Juliette Margolis shows London the “American way”... What: “In Los Angeles, thrift and second hand shopping is part of the mainstream consumer habits. I shopped primarily at stores like Wasteland and Crossroads amongst other vintage stores as a teenager. I noticed that there weren’t many stores doing it the American way — buying and trading with their customers — here in London. This is what made me decide to open a store with this concept at its core,” she explains. You can walk in with good clothes you’ll never wear, and exchange it with something somebody else will never wear again. The customers get the garments they want to sell or trade and the store buyers go through each of the pieces and decide what can be resold in store after checking what goes with the ethos of the store. The customer then offered cash or trade. They don’t differentiate between designer wear and high street brands. With most of the items averaging £15, the prices range widely depending on the label, style, condition and other factors. London Fashion Exchange gives the term ‘out with the old, in with the new’ a twist... What’s old for you can be new for someone else. As the friendly team at the shop see to it that the garments on display are of good quality, you don’t have to worry about it. The store is set informally with racks of hanger-hung clothes making aisles in the spacious shop on the corner of Brick Lane and Bacon Street near to the famous [24-hour bagel shop]. You get a feel of walking into someone’s huge walk-in wardrobe... You know for a fact, that these garments are second-hand, but they still are “new”. What we really liked: The ‘Label Lust’ corner... not just for the labels, but for the fact that you can get something there from your favourite brand which they might have stopped production of. And dog-printed cushion is just adorable. Also, that the garments have a story of their own already; if the garments would just sprout some voice... By Radhika Sathe

~ Review ~

Et Moda Magazine Issue 1  

The new face of ethical fashion... Showing the chic side of ethical fashion

Et Moda Magazine Issue 1  

The new face of ethical fashion... Showing the chic side of ethical fashion

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