Reputable heritage style mag Men’s File is the latest tenant to set up shop at the Cube pop up store located on Lambs Conduit Street, London. Following successful spells for British menswear brands: Henri Lloyd, Universal Works, Private White V.C. and One True Saxon in the central London location, Men’s File kick off the new year with a two week spell which commenced earlier this week on January 16th.
You are probably wondering what a magazine is doing opening a shop? But it is not as uncommon as you might think. Monocle and Inventory are at least two publications with their own stores (Monocle has several worldwide) stocking an array of their specialist subject matter. The concept being that if you’re loopy for the magazines content then you are sure to love a shop selling the same stuff.
For those who have not read Men’s File, it focuses heavily on the fascinations of Creative Director Nick Clements and the rest of the editorial team. Pulling together multiple strands of several subcultures - features range from unhealthy obsessions with motorcycles, to fixating on timeless style over fickle fashions, with a little sprinkle of skate culture as well as helpings of cycling and cars in between.
So what’s in the shop? Well with the focus on heritage inspired pieces, the Men’s File team has hand picked their favourite items from brands such as The Curator (the mag’s own online store), Heritage Research, Allevol Jeans, military reproduction purveyors Buzz Rickson's amongst a few other brands that as you would expect, sit side by side with the magazines aesthetic. Amongst the clothes are several Americana inspired trinkets and collectors items including replicas of Lewis Leathers biker jackets worn by Steve McQueen and a skateboard signed by Dogtown legend Tony Alva.
As you can tell, this shop is achingly cool and is in good company with clothing brands Folk and Oliver Spencer both residing on the same street. The space captures the look and feel of the magazine perfectly and issue 6 is also in store for you to purchase. Opening it’s doors for a fortnight only, the shop offers you the chance to buy some ace clothes that you’re unlikely to find elsewhere.
So don’t hang around as you might miss out.
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