Last Thursday Edwin officially celebrated the launch of their new Overworks Factory (OWF) collection at East London’s Son of a Stag.
As one of Edwin’s oldest and most loyal customers, it made sense that Son of a Stag was the location for the party, and the big glass front to the store made for a great setting as people flowed in and out of the store. Situated on Drays Walk, just off Brick Lane, the party had a great communal vibe as people mingled in the strangely late Summer warmth. Anyone that has been down Drays Walk before will know about the atmosphere that I’m talking about.
With items from the collection on display up on the walls of the shop, spotlit to perfection, as well as being on display on the shop rails, the store couldn’t have looked anymore like a denim fetish location. Bits of Edwin history lay around the store, be it rivets or sewing machines, making reference to the heritage theme behind the collection itself.
Tunes were in supply by a suitably back-in-the-day looking and sounding DJ, pulling for 100% vinyl up on the top level of the store.
Head down to Son of a Stag on Drays Walk to see the items for yourself and make a purchase.