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YMC Opens In Soho

This summer, British label YMC is set to open the doors to its new Victorian inspired Soho dwelling.

Best known for its modern utilitarianism and stylish practicality, British label YMC is gearing up to open its new store in Soho at the peak of summer. The store space, designed with references to Victorian and post-industrial modernity, is a homage to the knowledge hungry minds of our historical predecessors; like these vintage doppelgangers, the store embraces science and the weird and wonderful possibilities it presents with wholehearted abandon.

These influences can be found throughout the whole space, from the black painted exterior to the lavish Victorian stained glass windows. The immense 500 square foot shop floor is home to a macabre menagerie, including a lifeless two-headed crow and the skeletons of bats and snakes, as well as housing vintage furniture and gym fittings, adding a subtle wit to the encompassing atmosphere.

Along with the quirky adornments and elaborate furnishings, the store will also host all of YMC’s men’s and womenswear collections for A/W 09. Selected vintage pieces will also be available to purchase, a nod to the peculiarities of the astoundingly eccentric theme running through the space.

The YMC store opens at Poland Street, W1, this summer. Launch date t.b.c.