We're very excited to have taken a tour around Yasmin Sewell's amazing new Shoreditch concept store, Beach in the East. A tribute to California's unique brand of cool, the store is set up in an empty swimming pool and features a product mix personally curated by Sewell. On offer are items by the likes of Thomas Tait, Acne, Eddie Borgo and House of Holland.
'Everyone would agree that we Londoners suffered one of the most unbearable winters this past year - I guess you could say that Beach In The East is really a bit of a tribute to the whole idea of having aspirations...when you're trudging through snow and facing seemingly endless freezing temperatures, you long to be transplanted into completely converse surroundings...and with its sunshine and palm tree silhouettes, California fills that idea kind of perfectly,' explains Sewell when discussing her new venture. 'So rather than sitting with our heads filled with these happy ideas, we decided to bring everything we love and associate with California to us in Shoreditch - a totally opposing environment! Undeniably, the one thing that draws us to that whole LA-lifestyle the most is the surf/skate culture and all the associations of a completely liberating sense of freedom that its participants seem to live with - so to us, the idea of constructing an empty pool (inspired by things like Lords of Dogtown/Z-Boys etc), was a pretty authentic way of creating the atmosphere we were longing for.'
If you're California Dreamin' then hurry down to Lower Ground G, 123 Clifton St, EC2A 4LD to visit Beach in the East. It's open from now until 24 August 2013.