Sustainable fashion label, Zilver, has opened its first flagship store in London, following the success of its pop-up in the capital in October 2021.
The Zilver store, which is located at 19 Air Street, was designed with a sustainable ethos in mind, with a vertical living garden on the façade and recycled aluminum columns framing the entrance to introduce the brand's concept.
Lourenço, Zilver's founder and creative director, said that one of the most fascinating things about the store and what has fulfilled the entire process is the idea of the vertical garden. A fresh way of thinking is required in the cities. Fashion is such a polluter, and while they are committed to sustainability, they wanted to do something to help out in Soho, which isn't exactly known for its greenery.
He said that the shop marks a watershed event in the brand's history. They know the products generate enough attention to warrant a store after testing the retail experience. It just happened naturally. Their pop-up was a natural experiment that allowed customers to connect with the brand outside of the digital realm. They live in such a digital age where everything is focused on online buying; there's something grounding about being able to try on items in a physical environment.
The store opens with the label's spring/summer 2022 'Virgo 1' collection, which Zilver describes as "clinical, galactical, crisp and draws on references such as astronaut uniforms, code, and orthopaedic braces."
Graphic pieces like as a space-inspired tech-jersey, off-white and black tech pants with exaggerated pockets inspired by NASA uniforms, and shiny white midi-dresses complement Zilver's distinctive and updated jacket and trouser-skirt.
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