It’s rare these days to find a street full of small independent local shops, especially in London. Most areas are over run with Starbucks and the like, making it virtually impossible for local shops to survive. It’s also rare for an area in London to be so loved by its residents that it has it’s very own nick name. Stokey as its known to us locals (or Stoke Newington to everyone else), really is a special place to live. Corny as it may sound, it’s a little like living in a village, only without the Conservatives (Gordon Brown is still Prime Minister here!). As a long time resident I love the community spirit and the desire to keep things local.
Our local shopping street is full of really useful independent shops run by lovely people who live in the area and understand their customers needs. We have an D.I.Y shop (run by the gorgeous Grant, who everyone swoons over), a great kidswear shop, Olive Loves Alfie, two lovely flower shops, an amazing bakery who make their own bread, Rosa’s the best underwear shop ever, several vintage clothing and furniture shops and our very own designer clothes shop, Hub.
Hub is run by sisters Louise Power and Georgie Cook and is one of those shops everyone wishes they had on their doorstep. They stock a great combination of aspirational designer brands including Betty Jackson 2, See by Chloe, Acne, Petit Bateau, MHL, alongside more affordable basics, and their own label Beth Graham. They also have an excellent range of denim brands such as A Matter of Life and Denim, Wrangle, Acne and Nudie.
Louise and Georgie know their customers and cater for all ages. Georgie claims age is no barrier to style in Stokie and says her older customers are very confident and know what they want. They are also willing to try new looks, and all ages and sizes are currently loving the Beth Graham playsuit. Being a big resister to any kind of jumpsuit I wasn’t entirely convinced until I took a closer look, and have to admit to being slightly tempted.
Georgie and Louise’s talent lies in knowing their customers and understanding their needs, then adapting that to current fashion trends. Every season they pick several must have, key pieces. Last summer I bought the most fabulous Hoss embroidered tunic, which I have worn and worn. I am now lusting after the most perfect version of this seasons ‘it bag’ the old school satchel, from Barbara Wiggins, a steal at £85 or £120 (well thats what I’m telling myself).
Georgie and Louise also have a menswear shop selling some great brands, along with their own British made brand Yarn and have recently expanded their offer to include online shopping.
Take a look, it’s just a shame they cant recreate the friendly helpful atmosphere of the shop online!
If you happen to be in Stoke Newington this weekend, we also have our very own Literary Festival, which has a great line up of speakers and workshops.
49 Stoke Newington Church St
London N16 0AR
Tel: 020 7254 449