Goodhood: My perfect shop


There is a lot of talk in the trends world about how actual shops will look in the future. A few years ago, in my WGSN days, I was asked about the future of retail – and I said “soon there won’t be any shops just experience showrooms where you can interact with the product, then buy it online’. A bold statement – as this was in the early days of online shopping – but one I stand by today.

Shopping is generally quite boring and as I keep telling my daughter, not an actual hobby! I rarely spend days trawling the shops as I usually have a pretty firm idea of what I want and can either find it online or go straight to the shop selling it. I seldom go into a store and feel surprised and excited by what I see, and its even rarer that I’m excited enough to make a random purchase.  And there lies the secret  – we have all seen everything, all the time, everywhere  – and we need an element of surprise and delight to make us shop.

One shop which does just that is Goodhood in Curtain Road, Shoreditch. A lifestyle store (I’ll keep saying it – but is really is all about lifestyle), it has mens, womens and homeware and a small selection of perfume and beauty products.

It appeals to me because it is curated and pure, with one vision and a definite aesthetic. It’s very difficult to create a retail environment which is both ageless and super cool, but they manage to appeal to Hoxton hipsters as well us older east end designer types and lots of others in between.

Their ability to find new brands and get the blend of fashion, basic and cutting edge styling just right, appeals to my inner designer and I buy something almost every time I visit – which is dangerous as it’s five minutes away from my studio!!


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Mens, womens and accessories are upstairs and just when you think you can’t possibly buy any more- go downstairs to homeware, stationary and beauty.


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The carry an huge array of brands – but careful curation makes it feel you are in someone with really great taste’s house. In fact I’d be happy to just move straight in – if anyone from Goodhood is reading. If you’d like a middle-aged women snoozing in an armchair in the homeware area, wearing all your clothes – I’m just up the road.

Goodhood is at 151 Curtain Rd, London EC2A 3QE






  • Lucille says:

    lovely article, interesting as always, thanks, Amanda,
    could you do a list of your fav shops in your blog ? just interested in your choice.
    hope to see you at the rca show, i dont have any work in it being 1st year but would be happy to show you around and introduce you to people individually. Im a general ist year gofor at the show.

    best best

  • DKUK says:

    I used to thoroughly enjoy shopping. I’m an ardent sewist (rather than sewer!) and could spend hours being inspired by new fashions; and fabric shops were my idea of heaven. Nowadays I am very rarely inspired or enthusiastic about shopping and venture forth less and less!The clothes are so much of a muchness (skinny jeans, skinny jeans, skinny jeans) and the fabrics clothes are made from are rubbish! Recently I tortured myself looking for a pair of good quality, pure linen tailored trousers. Could not find any. Most linen is now mixed with cheap viscose. To be honest I now find shopping boring. I never thought I’d say that.

  • sue evans says:

    Looks like a must-visit, though not sure the clothes are quite my style. I love shopping and it’s the one thing I miss about living in France. Brocantes are wonderful but not when they are your only source of retail therapy ( though we do have a Red Cross shop in our town which opens 3 days a week and sadly is my only go-to shopping destination apart from the supermarches). Thanks for the heads-up Jane, I’ll be popping in next time I’m in the UK ! Might even pop in the Studio for a cuppa while I’m in the area !!

  • Jane says:

    Sue – Id LOVE to see you. Please do pop in
    J x

  • sue evans says:

    I’m in town the first week of August — what’s the address !! x

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