French Truckers hit the road to bring you the latest shop reopened by Nike in London. They refurbished it specifically for the approaching Olympics Games next year in the English capital. Now the shop is entirely dedicated to the most exclusive Nike footwear and apparel on the market such as the Destroyer varsity from NSW (which I immediately fell in love with) or the Air Force one denim edition, but the store will also be used as a community space for screenings, events and installations. I invite you to come over and discover some great Nike items you can only find in this shop. It is basically made for you to enjoy the next London Olympics Games in 2012, as the former 1948′s London Olympics were organized to bring people a moment of peace and entertainment after the WWII.

Nike 1948
Arches 477/478
Batemans Row
Shoreditch
EC2A 3HH
United Kingdom

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After the first impact, Nigel bring me to the shoemakers. In the Gieves and Hawkes’s shop there is a corner specially dedicated to shoes. The Carréducker’s duo of Deborah Carré and James Ducker will provide you the best craft of English handsewn shoemaking. They also could teach you how to do your own pair of shoes, but only three times a year between London and New York. Then we went backstairs, in the factory i felt the intense passion that live in each workers. I saw some pattern for Robbie Williams, the King of Tonga or an other William who will be married soon.

To finish, with a glass of champagne in my hand, I’ve been introduced to the archives of the brand. Any visitor can have a look on military suit from 18th century and see by himself what quality means in this house. All the suit could be wear now! And if you want to have your face clean and ready for your hard day, have a quick look upstairs, you’ll discover the Gentlemen’s Tonic barber and spa. To relax and prepare yourself during the hard moment of choosing the best way to dress for tonight. At the end of your tour you’ll be completely ready, worn from toes to the head and at the top of the proper english style.

http://www.gievesandhawkes.com

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From the outside: The slim angle of the seven-storey red-brick building draws the eye, as do the white and green marble slabs above the windows.

Inside: Steven Thomas’s design create a real athmosphere.

A few neon lights, furniture with beautful curves, a few old magazines, some vintage vinyl, a turntable...You wind your way through the world of April 77 like through a museum. Or maybe, you might say, like through a dressing room! This is perhaps because of the confined feel to the place, the shelves and the open wardrobes.

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However, the design, impressive as it may be, is not all. This summer’s collection gives a real feeling of depth. On one hand, the influence of rock from, say, the 50s to the 80s is more noticeable than ever. It’s far from basic polo shirts with plectrum pockets on the chest and skinny jeans, which are undeniably popular, but are not really different from other brands. On the other hand the materials and details have been worked on, and some of it is really beautiful.

• Great looking, light, very soft, black-and-off-white cardigans with gold edging.
• Short-sleeved shirts and polo shirts with breast plates and/or black-and-white tuxedo shirts with unusual buttons.
• Some blazers, a silver Perfecto motorcycle jacket, and some very straight-cut trousers, that you might call well-cut, according to taste.
• Very retro “Supra” sunglasses in all colours.

All this work and investment comes at a price and the beautiful styles are as expensive as they are numerous, unfortunately. Even so, not all April 77 garb is to be praised, and you’d probably have trouble decking yourself out from head to toe in the store. All the assistants are very friendly except, perhaps, the store’s manager. Dont’ forget April 77 is also available from Printemps de l’Homme and Noir Kennedy. Even so, I recommend you go and visit their store. All the items are there (will be) and the ambiance makes the trip worthwhile!

The latest news from the brand is that a new online store, April 77 Market, will open soon. Along with a music label: April 77 Records! (see our Fashion Guide in Paris)

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