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Collaborative fashion design concept store 50m opens

A new experimental concept store developed to support and showcase emerging fashion designers opened in London’s Belgravia last week.

50m was conceived as a solution to the problem of high retail rents in London, which create a barrier for new designers who are seeking to reach potential customers. The store offers space in a shared store, in a prime location, for an affordable monthly fee. The designers also get access to a meeting space to see potential clients, and a programme of talks and workshops designed to help emerging designers, and access to a number of business mentors.

At launch, the store features collections from menswear designer Daniel Fletcher, womenswear designer Ryan Lo, leather accessories maker Alfie Douglas and menswear label DANSHAN, among others. Up to 30 designers can be accommodated at any one time.

The name of the store is taken from the 50 metres of clothes rail that runs through the store, which was conceived by collaborative and activist-led collective Something & Son, which works across art, design and architecture.

“The fashion industry is a difficult industry to survive in and London rents mean the dream of having a shop is disappearing out of reach to everyone but the wealthy, leaving great British talent behind. Every year, hundreds of talented young designers graduate in London alone and many remain at the whim of the fashion industry, often getting priced out of the city,” says Something & Son co-founder Paul Smyth.

“50m will offer an affordable space in a luxury area for young talent to sell and present their collections all year round and, in turn, creating a community and social space in which designers can share their experiences and support one another. 50m exists to radically change the balance of power between shops and designers and create a store where people don’t simply consume stuff but can meet designers, hang out with friends, cooperate and collaborate.”

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