the pineal eye
49 Broadwick Street
London W1F 92R
+44 (0)20-7434 2567
This is what London Avant-Garde is – love it or loathe it – unless something else crops up. First of all, make note of the address because you’ll probably miss this shop/gallery if a mesh mannequin isn’t hanging corpse-like from the loft-style ceiling. Industrial and low-key, with strange music wafting up to the ground floor landing, this shop is supposed to be an exercise in conceptual fashion, but to me, looks like a page out of an art student’s portfolio. The racks are crammed with ripped, slashed, pieced together, trashed and recycled pieces for men and women – and no matter whether you are part of the fashion cognescenti or not you will definitely discover even more obscure labels - and shelves nicely display novelty items, from pins to jewellery. Owner Yuki Yabiku can be credited with opening what London was curiously lacking in - Cutting Edge with no holds barred (ie no bias-cut skirts and fitted tops for the girls). Staff are appropriately dismissive unless you look the part, but check it out for occasional wearable pieces (funky but expensive T-shirts and leather chokers, for example), ninja boots, or frilly Victor and Rolf shirts even if you don’t know your modern deconstructionists from your vintage Junya Watanabe.
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product categories: Women's and Men's Clothing, Women's Accessories, Men's Accessories, Art Gallery, Handbags, Hats, Jewelry, Women's Shoes, Men's Shoes, Home Furnishings Accessories, Books and Magazines
designers featured: Victor and Rolf Tomoya Eric Bergère Berhard Willhelm Comme des Garcons Joe Casely-Hayford Yohji Yamamoto Boudicca Jessica Ogden Niels Klavers Keupr/Van Bentm Andre Walker Ann-Sofie Back Bruce Carol Christian Poell Daniel Margolin Gaspard Yurkievich Jeremy Scott Masaki Matsushima Noki Olivier Theyskens
return policy: Store Credit within 28 days with receipt
payment options: AMEX, MC, VISA, TRAVELLER-CHECKS, PERSONAL-CHECKS, SWITCH, SOLO, MONEY-ORDERS, INT'L MONEY-ORDERS
shipping options: FED-EX
hours: 11-7:30 M-F, 12-7 Sat, closed Sun
Subway Lines: Oxford Circus or Picadilly Circus tube
*please call for details on holiday hours
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