Fitting that we should find Folk's latest Soho opening just a skip and jump round the corner from us on Great Windmill Street, where they began trading in October last year.
The Soho store showcases their subtle yet effective design features, with a minimalist environment of clean lines fused with natural raw materials.
We stopped by to see their SS15 collection of menswear garments and accessories, which were perfectly displayed with an artistic edge of course. And as summer is surely creeping in we were impressed with their array of belts, classic sunglasses and sports luxe sandals - all fit for the modern man!
Folk is a London based contemporary casual wear label with 4 stores in London and a shop-in-shop in London store Liberty, famed for its bold take on prints! The last 10 years has seen Folk rapidly grow and receive strong press coverage and attention from fashion media and blogs worldwide.
Folk's ethos is very simple "The details are not the details, they make the design" a quote taken from iconic American furniture designer Charles Eames. The brand is not inspired by vintage clothing, a specific muse or a particular time period - but there is a distinct focus on quality fabric and an obsession with the minutiae of fit and detail, while they are clearly not afraid of colour or pattern.
Folk truly have the eye for design and its great to have a fellow contemporary neighbour!
Visit the Folk Soho store to see for yourself - 24 Great Windmill Street W1D 7LG
Or browse the SS15 collection on their website.