Founded back in 2008, designer Jamie Milestone’s ‘London Undercover’ has been on a mission to re-establish the humble umbrella as a key accessory in the discerning man’s arsenal, rather than the throw-away commodity it has since become.
Collaborating with big names such as Maharishi and Carhartt, London Undercover has been making waves and quite rightly so. I believe it deserves every bit of success that it gets. Having seen a gap in the market, Jamie went for it with all guns blazing, creating beautiful umbrellas along the way that combine the traditional and the slightly out there. It was about time the brand saw the opening of it’s very own self branded store (even if it is a limited time pop-up) and if the shop fit is anything to go by, I for one hope it’s not too long before we see the brand move into a permanent home.
The displays that contain the product seem to have just as much thought as the umbrellas themselves, seeing old cotton mill bins adopted as umbrella stands, along with luggage racks from old London Underground trains and three specially commissioned drying cages spread around the room. The shop is also littered with hints to the whereabouts of the product’s inspiration – from old photographs to model buses.
The shop is open til the 11th of April, so get yourself down to 38 Monmouth Street, London, WC2H 9EP now to pick up your defence against the April showers. The prices start from just £28, so there isn’t really any excuse not too.
Photography: James Clothier