Fiorucci Brewer Street Soho is back

Value and price are related, obviously. A high price can offer great value, and vice versa, but many designer brands are very far from this. See more here - Greedy Margins & Brand Blindness

Fiorucci Brewer Street Soho is back

We’re in an age where the arrogance of brands has caused many to push their prices up while lowering their quality. It’s not good enough. So, it was a nice surprise to go into the new Fiorucci store on London’s Brewer Street and see quality product at reasonable prices.

Left - Tired of shopping? Have a lie down

I’d been meaning to take a look since it opened in September. Now owned by Janie and Stephen Schaffer, who had founded the high street chain Knickerbox together in 1986, Fiorucci was one of the coolest fashion names of the 1970s. This is the first store in its rebirth.

Right - The spiral staircase up to the 1st floor in the Fiorucci store on London's Brewer Street

Founded by Elio Fiorucci in 1967, after being inspired by London’s Carnaby Street and King’s Road, the first Fiorucci store opened in Milan’s Galleria Passarella. More stores followed. In 1974, a second location in Milan, a year later in London. Then, in 1976, East 59th Street in New York. The Manhattan store becomes known as “the daytime Studio 54”. It laid down the blueprints for the concept store as we know it today.

Until recently it was just a name check in Sister Sledge’s “He’s The Greatest Dancer” song. But with Halston gone, Gucci overloaded, it’s, now, all about Fiorucci. 

We’ve seen many brands from the 1970s try, and, generally, fail to make a comeback. Ossie Clark never quite made it and Biba stuttered and became an in-house brand at House of Fraser. Many brands make the mistake of trying to carbon copy what was then rather than taking the best bits and thinking about a contemporary shop or experience.

Fiorucci Brewer Street Soho is backFiorucci Brewer Street Soho is backThe new owners of Fiorruci have done this really well. The shop has that disco, playground feeling yet still feels sophisticated and the product all seemed to be Made in Italy of decent weighted fabric and excellently priced - £80 for a T-shirt and £140 for a sweatshirt. 

Left & Right - More images of the first Fiorucci store as part of the brand's rebirth

While £80 is a lot for a T-shirt to many, when you compare it to £250 for a Gucci one that is so thin you can see your hand through it, it seems great value. I’m not sure who is doing their manufacturing, but it looked like the reason why you buy Italian-made clothes.

At these prices it’s something you can get involved and have fun with. Young consumers will be able to afford it or at least save up to it. They are positioning the brand for the long term, looking for repeat custom and offering their consumers something decent for their money. I know if I see a guy in a Fiorucci T-shirt I’ll want to go over and speak to him. It’s cool.

Go check it out next time you’re in Soho.

Published in The Fashion Archives
Tuesday, 10 October 2017 13:16

HotList The Floral Silk Shirt

Ossie Clark Menswear Silk Shirt Pretty Green

This is so ChicGeek. I saw this shirt at Pitti Uomo in January. While it was a little bit nippy for silk in Florence, it didn’t get above zero, this dreamy Ossie Clark style shirt stood out on the Pretty Green stand. Women have for so long enjoyed Celia Birtwell’s - Ossie’s former wife - prints on his vintage dresses and this printed shirt is pure 70s Ossie Clark, especially in silk.

This is romantic menswear. The menswear of front men, rock stars and part of the new decorated trend in menswear. Crafted from smooth silk, it’s not going to be cheap, and patterned with hand painted florals, it is cut in a slim fit and detailed with lustrous mother-of-pearl buttons. This is definitely an open-neck-letting-it-all-hang-out-type shirt.

It’s yet to hit Pretty Green online and in-store. I’m waiting with bated breath.

News just in, it's a bargain £130.

Ossie Clark Menswear Silk Shirt Pretty Green

Published in The Fashion Archives

victoria & albert revolution exhibition mr fishThis major exhibition at the V&A will explore the era-defining significance and impact of the late 1960s upon life today. From global civil rights, multiculturalism, environmentalism, consumerism, computing, communality to neoliberalist politics, the world we live in has been vitally influenced by five revolutionary years 1966 – 70. You Say You Want a Revolution? Records and Rebels 1966 – 70 will investigate the upheaval, the explosive sense of freedom, and the legal changes that took place resulting in a fundamental shift in the mindset of the Western world.

Left - Examples of 60s fashion including this striped suit by Mr Fish

Mick Jagger jumpsuit ossie clark exhibition the chic geek TheChicGeek says, “What a trip! We can never get enough of the sixties; a decade we look back at so fondly and one that defined modern Britain and revitalised London. The Victoria & Albert Museum certainly know where the money is these days: the baby-boomers who have all the time and leisure can reminisce here and let the memories come flooding back, or not depending on how hard they went for it during that decade.

Right - The moves like Jagger! Ossie Clark's velvet jumpsuit for Mick Jagger

beatles sergeant pepper lonely heart suits V&ATuning in and dropping out was for the wealthy, but we won’t let that spoil a good story. What makes this exhibition is the headphones and the soundtrack. Much like the Bowie exhibition before it, it allows you to be fully immersed and get lost in the sights and sounds of the decade.

Left - Two of the Beatles suits from the Sgt Pepper's Lonely Hearts Club Band album cover

woodstock fashion v&a museumThere’s nothing here that is particularly new, but it’s so well put together it’s a bit like watching a favourite film: you know what is going to happen but you still love it. From Carnaby Street to Vietnam to Black Power to Woodstock and finally Lennon’s Imagine, the exhibition looks at the idea of challenging the establishment and looking for alternative ways of thinking and living, many of which still resonate today.

Right - The Woodstock area features fake grass, bean bags and costumes and footage from the 1960s most famous festivals

John Lennon Imagine jacketThere is plenty of menswear here too. From Mr Fish to Ossie Clark’s jumpsuit for Mick Jagger and Jimi Hendrix’s festival costumes.

I can’t recommend this exhibition enough. I think it was the longest time I’ve ever spent in a V&A exhibition. There is so much to look at and read, plus the headphones really allow you to zone out and tune in!”

Left - The jacket John Lennon wore in the Imagine video

#RecordsandRebels

Published in The Fashion Archives

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