London owner Shaftesbury has today announced that A State of Nature is the winner of its Soho ‘Incubator Project’ competition, giving the upcoming UK brand a free pop-up shop.
Located at 99 Berwick Street in Soho, the 658-square-foot pop-up will open on December 2, 2022 for a period of three months.
The Shaftesbury competition gave budding young fashion, fitness, beauty and lifestyle brands the chance to launch their first real retail opportunity in what is perhaps London’s most coveted retail destination.
All entrants were judged on their sustainability credentials, business strength, social media and marketing plans, creativity, design excellence, and consumer appeal.
The judging panel included Grazia Shopping Editor Julia Harvey, TheIndustry.fashion Contributing Editor, Tom Bottomley, RÆBURN Creative Director, Christopher Raeburn, Shaftesbury Retail Director, Samantha Bain-Mollison, Shaftesbury Head of Retail Activations, Emma Steele, and Shaftesbury’s Head of Sustainability, Matt Smith.
Shaftesbury Retail Director Samantha Bain-Mollison said: “We are delighted to welcome the winner of ‘The Incubator Project’; A state of nature. When looking to bring brands to Soho, we always look for different and exciting concepts that can also offer sustainability and inclusion credentials that are important to us here at Shaftesbury. We are excited to see how A State of Nature will progress in Soho into the already thriving retail mix.”
A State of Nature was founded in 2020 by Nick Eisa and Barbara Fidler-Wieruszewska, and its unisex collection includes outerwear, shirts, pants and accessories, all ethically handmade in London by skilled artisans using British and Italian fabrics. premium.
The designs are inspired by traditional workwear, with a focus on comfort and a loose fit. Hero products include 100% screen-printed scarves designed by illustrator and printmaker Mark Hearld, herringbone-weave waistcoats and heavy corduroy eight-column trousers and waistcoats, with clothing prices starting at £95.
Nick Eisa commented: “It was so exciting to hear that we had won the competition, especially as we were competing with so many equally deserving young brands. Barbara and I started working on the custom world of Mayfair and Savile Row. We started A State of Nature because we wanted to provide the high standard of quality we had learned at a lower price. So we are very excited for the opportunity to reach a new audience in this amazing location!”
Matt Smith, Head of Sustainability at Shaftesbury, said: “The overall standard of the tickets was incredibly high and many entrepreneurs have sustainability at the heart of their business. We were especially impressed by A State of Nature’s sustainability credentials; all their products are handmade in London from ethically sourced materials, with a focus on quality and durability.”
TheIndustry.fashion Contributing Editor Tom Bottomley added: “The level of the finalists was certainly high, but for me, A State of Nature was the highlight from the start. It seemed like the most well-rounded brand of the lot, with a clear design vision and approach. More importantly, it looks the most retail-ready.”
The Soho pop up will offer the opportunity to purchase products that will be made to order and will host regular hands-on workshops with industry experts, competitions and themed talks.
A State of Nature will sit alongside a host of independent and iconic brands in Soho, including RÆBURN, Supreme, Oliver Spencer, Universal Works, BLEACH and Misan Fabrics.
