The Lost Boys
When you think of East London, what comes to mind? Is it the quirky cuts and patterns that adorn the inhabitants of Shoreditch? The grimy dance scene of Hoxton? Or the council estate and tower block dwellings of Hackney? Whatever it may be, it is safe to say that East London holds key to the gateway of the up and coming, the emerging and the altogether kookier businesses of the big smoke.
One of the most predominant industries within this is fashion. Whether it’s a pop up shop, a unique boutique or a market stall you can find both the wonderful and the weird in terms of livery amongst the lanes of East London.
However, there is one place in particular that stands out from the rest of the eccentric outlets there are at your disposal, and this can be found behind the little red door of number 28 Cheshire Street.
Just off Brick Lane, set aside from the tempting smell of the curry houses and bagel shops, you’ll find the fashionable cove of Lost Laundry. Within it you shall discover an amalgamation of treasures and wonders from the histories of runway collections. What Lost Laundry provides is a platform to search and discover past season luxury designer pieces, from Burberry to Victoria Beckham, Charlotte Olympia to Thomas Wylde, JW Anderson to Adrian Sauvage.
What is also wonderful about Lost Laundry is not only the wonders it stores but also the story behind its development. Lost Laundry started out as a market stall in Camden during 2006, where one of its co-owners Gary sold second hand pieces of clothing. The stall then developed into an online business around a year later with Ben joining in 2008. Ben and Gary explain the clever concept behind the name ‘Lost Laundry’ which takes from the original idea of the business. “Everyone has at least one item of clothing tucked in at the back of their wardrobe, that they may have never worn themselves but is just waiting to be worn by someone else, and that is where we came in”. However Lost Laundry has developed even further since and is now a luxury designer boutique. Instead of re housing the old garments of the general public it is now an Aladdin’s cave of past season runway wonders. In a sense the name still fits, rehousing the designer dreams of yester year to someone who can seek the current season in them.
Having only opened in 2012 the shop is ever expanding, always taking on more lines for the business. As well as being a port of designer delights, the shop itself is a quirky outlet filled with stuffed animals, aromatic traces and the most superb portrait of Naomi Campbell you’ll see in the East End (and yes, her gaze is just as terrifying on canvas as it is on TV).
It’s a combination of the friendly customer service, striking stock hold and innovative atmosphere that sets Lost Laundry apart from the vintage stores and high street chains you’ll also find lining the streets of London. As you being to stretch your quads to prepare yourself for the stampedes of Oxford Circus on a Saturday morning, or slowly build bigger biceps from trawling through the vast racks of clothing in vintage warehouses, and you think to yourself ‘there MUST be something easier than this” then Lost Laundry should be your next port of call. Whether you’re a settled resident or just touring for the weekend, if fashion is your niche then you won’t be disappointed. If not for the clothes though then just go for an affectionate hello off Ben and Gary’s dog Mao-Cho, possibly the friendliest and furriest retail staff we’ve ever come across.