Yesterday I went to the beach. Not your usual one though. Instead of sea and sand there was an empty pool and carefully selected clothes, shoes and accessories. Beach In The East is a pop up shop based in Shoreditch which will stay open until August 24.
Once you're down the stairs and past the sign which reads "We Got Cake" you step inside a small pool (which is the size of a huge walk-in wardrobe if you're one of the luckier people among us) filled with garments exuding a cooler attitude than a son of a rock star. There's no cake but plenty of stuff to make up for it. Inspired by The Z Boys, California skateboarders of the 70s, retail consultant and brains behind the project, Yasmin Sewell persuaded brands like Acne, Joe Duke and Sophia Webster to create exclusive items for the shop. The entire store is a dream come true for those of us who are fantasising of sunny festivals and baking hot summer nights (so that'll be the whole of London then). If you fancy getting your summer outfit sorted, look no further, Beach In The East has your carelessly casual costume sorted. And if you're still thinking of that non-existent cake, don't fret; there's Vita Coco and Fiji Water as a goodbye present. Now that sounds even better.
Beach In The East, Lower Ground G, 123 Clifton St, EC2A 4LD
+44 (0) 20 7613 2766
Photography by me