Menswear boutique Hub in the London district of Stoke Newington has been stocking Elvine, the makers of jackets, since early 2013. Last week Self Service paid them a visit.
It’s a friendly atmosphere at Hub. While many men might prefer online shopping to the filled shops on the high street where you’re battling your way through the crowds, to be able to feel and try on clothes in a relaxing and welcoming environment where a carefully curated brand mix is displayed, will win over online any day.
Catering to an audience that prefers shopping in person, Hub’s customers are nonetheless online savvy. The fashion boutique’s beautiful website acts like a digital shopping window and store magazine. Clean and minimalist online, a crafted, heritage look in store, the strong aesthetic featured within Hub sits well with the Stokie audience. If I were a man, I’d want my wardrobe to look like it’s been selected by Hub.
Interestingly, since the tailored has experienced a revival in menswear mainstream fashion (and menswear evolved into something with a bigger following), we are beginning to see a return to casual again. Just ever so slightly. For that, Elvine is the perfect match.
Store manager Shane Kingdon joined Hub seven years ago and has seen the menswear range develop from a fairly casual and denim oriented section within the womanswear store to the separate shop we see today. Attracting customers in their twenties up to their seventies, many of Hub’s audience have shopped there for years and trust the store’s selections.
Kingdon admits that Elvine is popular with customers because of its durability in both style and quality. The brand is available at a good price point for a man’s jacket and customers know it will last them at least a couple of years.
Located on Stoke Newington’s Church Street, a high street lined with independent local shops, Hub is a trio of independent fashion boutiques. It was founded in Manchester in 1998 by sisters Georgie Cook and Louise Power who initially offered a mixture of womenswear, accessories and lifestyle products. In 2002, one sister convinced the other to relocate to Stoke Newington and the separate menswear store opened its doors in 2004 just a few doors down. Two years ago they set up shop around Broadway Market.