Anthem Store SS12 Lookbook

Anthem is that new menswear store I told you all about a little while back, and I'm ashamed to say that I still haven't made my way over there to introduce myself, have a look around and have a chat with the guys. I've been waiting for the website to launch ever since the store opened last August and as I found out yesterday it has. The website is very clean and sophisticated very much like the store itself and reflects what Simon and Jeremy had in mind for what they wanted their store to represent. 

You'll find Junya and Margela mingling with Vlas Blomme and 45rpm. They have a really unique and awesome stocklist including Kapital, of which they are the only UK stockists. I'm really pleased that everything is falling into place for the guys and they're doing well. I hope they don't mind that I pinched their S/S lookbook for you guys to see. What I like the most about it is that they used an atypical model to wear the clothes, it's an honest representation of who you'd probably see wearing the clothes, I'm also very impressed with styling and how they were able to pair brands that usually you wouldn't see together.

ANTHEM Store, London

ANTHEM store in Shoreditch London by Helmstyle from Helmstyle on Vimeo.

ANTHEM is a new menswear store that opened it's doors to the general public in August last year. Much like Present, Oi Polloi and End Clothing they stock garments from different brands from around the world, all of which, as they state in the video, they source themselves. The store was founded by former Liberty menswear buyer Simon Spiteri and his business partner Jeremy Baron. What I like most about these guys is that neither has a fashion background - Simon worked in the City and Jeremy was in marketing, so everything they've put into this shop is from a place of meaning which seems to give this shop a sense of soul.

The store stocks labels such as Comme des Garcons Homme Plus, Rag & Bone and Japanese labels like Vlas Blomme and Nanok from Norway. If that wasn't impressive enough this new store, that opened 4 months ago no less, has world exclusive Kapital from Japan. They are the only stockists outside Japan. How boss is that? Not only that these two guys are wonderfully stylish and understand the merit of brands when it comes to quality, like Simon said "you'll buy a [45rpm] jacket and you'll have it for 20 years but it'll get better the more you wear it".

These two guys are doing/have done exactly what I want to do. They're building relationships with brands and gaining knowledge along the way but at the same time they're introducing a whole other facet to British menswear.

I'll definitely have to visit it sometimes because both Simon and Jeremy look like incredibly cool guys and I'd love to have a chat with them.