123 Store

Sustainable fashion got its own shop this week when Brick Lane store 123 opened up its doors, boasting a whole floor of NOKI gear

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Tuesday night saw the brand-new ethically minded store '123' opening up its doors for a star studded launch in the heart of East London at 123 Bethnal Green Road. With free cocktails courtesy of Salto and canapes by 'a little of what you fancy' the evening was a huge success as a busy, excitable fashion crowd soon filled all four floors, including 1 floor dedicated to Dr Noki’s House of Sustainability. Dazed spoke to Ross Barry and Michelle Goggi, the creators of 123...

Dazed Digital: What is 123?
Ross Barry and Michelle Goggi: 123 Bethnal Green Road is now home to a new sustainable fashion concept store – 123. The 1st of its kind 123 provides a platform for customers to experience a fresh approach to ethically minded fashion. The store opening is just the beginning with many exciting events and projects in the pipeline. 123 is unlike any other label or retailer, as all the clothing is a result of a close relationship between, designer the production studio, and factory which sources the sustainable fabrics, this vertical production model, results in a  continually evolving concept by the week, so there is always a reason to come in find something new and hopefully get your hands on it as you will only get one opportunity.

DD: How did 123 come about?
Ross Barry and Michelle Goggi: We had been looking for a shop around brick lane to start a small vintage shop and introduce our own range of clothing made from sustainable fabric.  When we happened upon 123 the opportunity to own such a historical building was to much to resist.  The shop had been home to Morderne buckles for years however the owners soirée with firearms had resulted in a prison sentence and the shop being left derelict and in need of complete restoration.  When we purchased it over two years ago the area wasn’t quiet on the radar for bigger bands as it is becoming, whilst the relatively small floors made it only suitable for retail or office space and not flats as such a deal was struck and the conversion of a grade II listed building began.
 
DD: What can we see at 123? Talk us through the store?
Ross Barry and Michelle Goggi: 123 is starting out with four floors, on the second floor Dr Noki’s House of Sustainability, which is the flagship floor for the NHS line giving access to the NOKI brand to a wider audience of dedicated NOKI fans for the first time. On the first floor is in house label 123, which takes its styling from beautiful vintage pieces combined with a modern silhouette.  All of 123’s pieces utilise vintage fabric and prints with limited runs of three pieces per garment which means walking into a party and finding someone in an identical top is now an impossibility. The first floor will also showcase rare vintage pieces whilst the ground floor acts as showcase for the floors above but also collaborations between the two labels and established labels or young designers, I cant say to much but keep your eyes out for some exciting collaborations.

DD: Will there be any there any opportunities to sit down and relax?
Ross Barry and Michelle Goggi: The basement bar will soon become a relaxed coffee shop offering locally sourced food and drinks through the day, whilst at night private bookings are taken for wine and cheese, offering an escape for local people from the normal east London haunts which are increasingly  home to a less local clientele (stag and hen parties or city boys). The scout hut (formally Vintage For Sale and Dr Noki’s studio) is undergoing a refurb which will then provide an exhibition space in addition to hosting pop up shops, film nights and private viewing and the ever popular vintage pick n mix.
 
DD: Who is your customer?
Ross Barry and Michelle Goggi: Anyone who is looking for a new experience in shopping and believes the one off couture is an essential requirement for modern life opposed to high street homogenisation.
 
DD: Why did you decide to launch a store in East London?
 Ross Barry and Michelle Goggi: Our family has been in business in east London for over fifty years, its god’s chosen land and the local population will be more open to embrace the our concept.
 
DD: After a successful launch what can we expect from 123 in the future?
Ross Barry and Michelle Goggi: Collaborations, new events, one off pieces and hopefully the odd catwalk show.



123 Bethnal Green Road, E2, London
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