YMC’s New Hanbury Street Home.

December 15, 2012
One of London’s worst kept secrets – but brilliant nonetheless – is the Truman Brewery’s Sunday Up Market. Although most of my times spent there, browsing in a hungover stupor, yielded little more than serious pangs for falafel, it’s still one of the city’s best offerings in terms of feel-good atmosphere and great shopping.
Now, with the arrival of one of the most sought-after independent labels – YMC – to nearby 23 Hanbury Street, the area’s packing even more appeal. Having opened its first store in Soho’s Poland Street, YMC have taken their off-kilter yet easily worn and feverishly desired brand to the East End. The store itself draws heavily on Victorian inspiration; think macabre meets industrial: abattoirs, mausoleums, schools and factories, with most of the pieces housed within being vintage finds from around the world (post-war wood prosthetic limbs, anyone?).
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^ The store-front features stained-glass lettering (YMC) and an original timepiece from the 1930s-era Old Street tube station – a double-faced clock.
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^ In keeping with all things industrial, the interior is decorated with irregular sized white brick tiles. In the centre lies an authentic mausoleum slab, and another (to the back) serves as a desk. Not forgetting about the Victorian strain of influence, the clothing rails are custom-made from original Victorian nut carts.
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^ Some of the delectations on offer.
Although I was invited to a preview of the store, I couldn’t quite make it across the Irish Sea in time to talk with Fraser Moss, founder of the brand, on all things YMC. However, had I done, I probably would’ve worn something along the lines of this…
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^ YMC Bib-front Henley shirt – £65.00

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^ YMC Classic chinos – £125.00

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^ YMC Despatch coat – £295.00

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^ YMC Toe Cap shoe – £175.00

Will you be paying it a visit next time you’re East End-bound?

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