Dunno. Curated is new sustainable vintage store in Soho

By

Sandra Halliday

Published
Jul 28, 2021

Landlord Shaftesbury has announced another new store in its Soho, London portfolio with Dunno. Curated, a new vintage store, opening at 8 Berwick Street this week.

Covering 460 sq ft, the independent, unisex location offers “specially curated vintage fashion with streetwear” with the company saying that the opening collection consists of “handpicked vintage apparel, handcrafted reworked and upcycled workwear and streetwear, and a unique selection of rare sneakers”.

The concept has been influenced by international and local stores like Tres Bien, Our Legacy, DSM, Duke’s Cupboard and Teejerker. 

Dunno has sourced “sought-after designer products” and paired them with “vintage classics like Levi’s famous 501’s, Carhartt and Dickies workwear, outdoor brands like LL Bean, Eddie Bauer and Patagonia”.

It’s certainly an interesting mix of labels with 20% of the stock being the most upscale designer brands, including Balenciaga, Prada, YSL, Burberry, Stone Island, Our Legacy and Celine, as well hot Japanese labels like Comme des Garcons, Yojhi Yamamoto, and Undercover. Brands stocked by Nepenthes, such as Needles, Engineering Garments and South2 West8, are also included, alongside “rare, hyped streetwear brands such as Supreme, Palace, BAPE, and AFFIX”. 

The company said its “ethos stems from the Parisian style, where to successfully curate an outfit from head to toe, you must look at an outfit holistically and not just the sum of individual pieces”.

Leaning into this idea, it has created Dunno: Head to Toe where customers are challenged to purchase an entire outfit in the store. If they manage it, the customer will get 20% off their next purchase and a polaroid picture will be added to the Dunno Head to Toe, Hall of Fame. 

Owner Jamie Cameron said: “Dunno. Curated isn’t a vintage store. It’s a modern clothes boutique with vintage at its core.” 

There’s also a big sustainability focus that moves beyond it simply being more sustainable because the items are pre-owned.

Shaftesbury said: “Dunno. Curated refuse to be ‘sustainable by default,’ and are focused on going above and beyond at every point of the supply chain. From customer packaging to the materials used to build the store. [It] believes in sharing ‘sources’, a belief which is not often found in the competitive vintage clothing industry. This belief aims to encourage younger generations to start selling vintage clothes for a sustainable future for the fashion industry.”