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Introduce yourself and the brand that you are wearing. 

I’m Jasper and I’m wearing Universal Works. It’s an unisex clothing brand from Nottingham, where I have been working for a good few years now.

What do you love about the brand?

What I love about Universal Works is the simplicity of it. I think it’s not too complicated. It’s a good trustworthy brand that is more affordable and not at the top of the price bracket. They take a lot of inspiration from 40s and 50s workwear and I like the American influence in there that is from the 50s or 60s. It sort of suits me and I’m not too bothered about keeping up with trends. I think it’s a good introduction to wearing good, comfortable clothes.

What have you chosen to wear and why?

It’s a new baggier trouser with quite a simple straight-leg trouser with a slight taper, with a polo short sleeve underneath and this baker’s jacket is the piece I’ve owned for three or four years. I think it gets better the more you wear it, it softens up and loosens to how you move. It’s one of the first items that was in their collection and it’s easy to just throw on over a T-shirt and is just comfortable and keeps me warm.

How would you describe your style?

Recently I’ve been looking at what the musicians that I like wear and I’ve taken inspiration from them a little bit — the 60s, 70s, Jarvis Cocker, Beatles and Bob Dylan.

Which other brands do you love in King’s Cross?

There are a lot of cool places to come and look around. I think Kitchen Provisions has a really interesting collection of kitchenware and well-crafted items. I like Outsiders Store, it’s very practical and they sell a bit more if you want to go on a hike, it has some good brands and A.P.C.

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Introduce yourself and the brand that you are wearing.

I’m Laura, and I’m wearing American Vintage. It’s a really cool brand from France that does really good twin-set staple items that go with anything in your wardrobe.

What do you love about the brand?

It’s just very effortless and cool. I love so many things. It’s just easy-to-wear items with really relaxed staples and it’s super comfortable. You can basically mix and match everything and it looks good together, so it makes getting dressed really easily.

What have you chosen to wear and why? 

I’m wearing a really cool twin-set that’s brushed cotton with the AMV logo. My investment item is my cardigan, I’ve had it for maybe three years now and it goes with absolutely everything. It’s a timeless, classic, amazing quality. I just like to dress it with a pop of colour. They have quite a lot of amazing poppy, colour T-shirts.

How would you describe your style?

I would describe my style as cool, relaxed and comfy. I’m a mom now, so I need comfort and especially when I’m running around after my daughter.

Which other brands do you love in King’s Cross?

I love Sacred Gold, I get my ears pierced there,they’re really cool and I love Alain Ducasse Chocolate. It’s amazing. The Coal Office restaurant is really good and Barrafina is such a good spot for having nice wine and some tapas.

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Introduce yourself and the brand that you are wearing.

I’m Marcel and I’m wearing Rains.

What do you love about the brand?

What I love about Rains is that everything is pretty much waterproof and living in London the weather is unpredictable so it’s pretty much raining every season, so having waterproof clothing is pretty useful. Rains has a range of different styles and looks, different types of material, but it all has the same function, which is cool.

What have you chosen to wear and why?

These are the cargo wide pants, I love the baggy look and this is the fleece pullover. I love the blue, it’s one of my favourite colours in-store. It has a wool kind of feel to it. I’ve chosen this because it just feels comfortable on the inside and out. My investment piece is the trail cross-body bag. It’s got a lot of pockets and it’s very useful because I carry a lot of things with me when I go out and about. It’s also waterproof, obviously. Rains is a unique brand, it’s famous for its raincoats, so they can withstand harsh weather like wind and rain.

How would you describe your style?

If I am shopping at Rains it’s always between skater boy looks and oversize things, I love the baggy look.

Which other brands do you love in King’s Cross?

I love Universal Works — they’re really cool — and I like Form & Thread.

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Introduce yourself and the brand that you are wearing.

My name is Luisa. I’m originally from Italy, and I have lived in London for the past 27 years, and I’m wearing Ba&sh.

What do you love about the brand

I love the prints, the dresses, the style, which is a little bit bohemian, and we’re into rebellion. Most of all what it represents is very feminine, chic and easy-to-wear.

What have you chosen to wear and why? 

I’m a big fan of skirts, even though I love dresses, but this is one of my favourite pieces. I love the patterns which represent the sun and the rays, the colour is very warm and summery. My investment piece is the cardigan and I wear it all the time, I can dress it up or down. It’s something that’s super easy. You just put it on and don’t think about it and I like to mix different styles together.

How would you describe your style?

My style isn’t a specific trend, to be honest with you. I wear what I like and what I decide when I wake up depends on my mood — I just put things on.

Which other brands do you love in King’s Cross?

I love COS for the Nordic Style, Wolf & Badger because of the prints and the neutral jewellery, and Beyond Retro because it’s always nice to get something a bit vintage.

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Introduce yourself and the brand that you are wearing.

My name is Will and I’m wearing Blackhorse Lane Atelier. The clothes are made in a factory based in Walthamstow. We believe that we make the best jeans in the world.

What do you love about the brand?

What I love about Blackhorse Lane Atelier is that I know that my jeans are made locally, by expert tailors and machinists making beautiful products that will last for years, it’s a much slower process than fast fashion and we have a lovely community built around it.

What have you chosen to wear and why? 

My jacket is our E17 jacket and it is a double indigo jacket made from Japanese denim. I’m also wearing a work shirt made with Japanese cloth and my NW1 jeans are in a 14 ounce Japanese royal denim. My investment piece is my jeans and I’ve had them for three years and the beautiful thing about them is that raw denim always starts off as a dark colour, so when they get lighter over time it’s indicative of your lifestyle and how you wear them. You can dress these jeans up and dress them down. They have a lovely high rise that you can wear with shirts tucked in for a smarter look and you can wear them casually as well.

How would you describe your style?

I’d say my style is very simple and classic. I have a very sartorial and smart approach to how I dress.

Which other brands do you love in King’s Cross?

I have to say, our friends over at Universal Works make great clothing, lovely utility wear and I like kitchen provisions. Also, I love a good coffee from Redemption Roasters.

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Introduce yourself and the brand that you are wearing.

I’m Layla and I’m wearing Wolf & Badger.

What do you love about the brand?

There’s something for everyone and it’s always changing, which is quite exciting. I love how everything is very different and you wouldn’t find them anywhere else. There’s something new in every week. It sells over 2000 independent and sustainable brands.

What have you chosen to wear and why?

The dress is Gigi Collection, she makes them all handmade. It actually says it’s a coat but I think it looks good as a dress and is very Chanel. I think the shoes are great.

How would you describe your style?

I would say my style really depends on what I’m doing or who I’m with. It can be very understated and simple or it can be very OTT and chic. My investment piece is my earrings, they’re the first item I bought when I moved to London. I think they’re quite fun and I want to wear them all the time. They are kind of a two-in-one as the hearts come off, if you want to have more of a simple look.

Which other brands do you love in King’s Cross?

I like to shop in Astrid & Miyu, or to go to Blomma Beauty. I like it because I have quite sensitive skin, so I think their products are really great for that.

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Introduce yourself and the brand that you are wearing 

I’m Miguel and I’m wearing A.P.C.

What do you love about the brand?

I think they have great quality fabrics from denim to merino wools, it’s just the perfect kind of basic staples for a wardrobe. I like their seasonal fabrics, this season they have cotton herringbone. For me, the brand is a chic, casual brand that is just the perfect wardrobe basic.

What have you chosen to wear and why? 

I’m wearing an A.P.C. white shirt, linen trousers, sandals from the Liberty London collaboration, with an A.P.C, ring and leather bag. I’m also wearing a Klein cashmere short sleeve top and some personal pieces. The classic shirt is a great investment piece, it’s slightly more oversize than your traditional formal shirt and I think it makes a perfect, smart and casual look, especially with these linen trousers.

How would you describe your style?

That’s always a difficult question for me. I never actually know how to pinpoint my exact style. A friend actually told me that right now it’s like 2000s David Beckham with the linen trousers.

Which other brands do you love in King’s Cross?

I’m a big fan of Carhartt, I think their fabrics are great quality pieces and they just have a great range of things from outdoor clothing to your bits and bobs, and equipment. Also Shelter, because I love a charity shop, they’re obviously a great charity shop, but they also curate some great collections and seasonal pieces.

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Introduce yourself and the brand that you are wearing 

My name is Charles and I’m wearing Gramicci, Goldwin and New Balance from Outsiders Store.

What do you love about the store?

Outsiders Store is an outdoor retailer that’s mainly fashion led. We sell everything from technical raincoats and backpacks to Carhartt jeans and camping equipment. What I really like about Gramicci is the fact that originally it was designed for climbers who needed lots of freedom of movement in their outfits, and that has carried through until now from the early 70s. Some of the brands we have at Outsiders Store are difficult to come by in other areas and other shops. Goldwin, which is made in Japan, Kale, which is a Korean brand and Khatami’s which is also a difficult brand to find anywhere else in London. Outsiders also stocks a huge range of Arc’teryx and an even bigger range of Patagonia that we’ve sold for a number of years.

What have you chosen to wear and why? 

Gramicci make everything really baggy and really comfortable with relaxed fits and they’ve made these trousers with a cool texture that I love. And the waterproof cap — you’re not really a true outdoor retailer if you don’t have a waterproof cap! My personal item today is my pair of New Balance 90s. I bought them about three years ago and I’ve worn them to death. I’ve worn them to the gym, around the city and played basketball in them. They come with me everywhere.

How would you describe your style?

I’d say that my style incorporates anything from minimal, relaxed fits to anything with functionality.

Which other brands do you love in King’s Cross?

One of my favourite brands is Universal Works. I’ve known all the guys who work in that for a few years. I think everything they make is fantastic and the fabrics that they use are really cool. They have put a big emphasis on fabrics and each season they come out with similar styles but in a whole range of different fabrics great for all the seasons of the year. Another brand that I love in King’s Cross is MHL. I was first introduced to them about five or six years ago and everything they make is just superbly well-made and they have a range of homeware that I would just love to have in my house.

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Introduce yourself and the brand that you are wearing 

I’m Avi and I’m wearing Emin & Paul.

What do you love about the brand?

I love Emin & Paul because it makes me feel super confident. I’m an Indian woman with vitiligo, (I have a skin condition where I lose pigment) and I feel super special when I wear my clothes. The style really suits me so I feel really empowered because of my body shape, the minimal style makes me feel super unique and special.Also, it’s sustainable and it lasts a very long time.  I invest in these pieces because they will last me a long time and it’s important to look after our clothes.

What have you chosen to wear and why? 

Today I’m in a white leather jacket with the A-line off the shoulder dress. My investment piece is the beautiful green dress, super minimal, super unique that I’ve had for about one and a half years. It comes in so many different colours and you can match it, dress it up, or make it look really casual. It’s a great spring summer look and I can wear it abroad and in this crazy UK weather. It’s just something I love to wear all year round and it’s a great piece. Even though I sometimes stick out in a crowd it makes me feel good about myself. I’m very confident and I love that my fashion can do that for me.

How would you describe your style?

It’s very minimal and Emin & Paul really complements my style in that sense. It’s super chic, but very, very minimal cuts and designs.

Which other brands do you love in King’s Cross?

Because I’m an architecture student, I do love interiors, so Caravane is one of my favourite shops. They have amazing and fun interiors, all handmade, with beautiful fabrics. And as minimal as I am in my fashion, their patterns are very bold and it’s something that I like to dress my house with. I also love to have a quick snack from Sons + Daughters.