Earlier this year saw the launch of new avant-garde and luxe streetwear mens boutique Hostem, the latest attraction to appear on Shoreditch's Redchurch Street. The retail space features such sartorial highligths as 3.1 Phillip Lim, Rick Owens and Damir Doma, and Hostem has already bulit up a faithful group of dedicated customers. But there is another creative side to owner James Brown as well. The shop's third room has been given over to artists and curators as opposed to fashion designers; togehter with design duo Jamesplumb, who also designed the shop interior, Hostem is presenting The One Room Hotel. During the daytime it's an exhibtion space by but after openig hours the room turns into a tiny boutique hotel where guests can experience a truly unique nocturnal sleep over. Dazed spoke to Brown about the exciting art project and his fave piece in the shop...

Dazed Digital: Will you be personally curating the exhibitions for the third room at Hostem?

James Brown: No, the third room of Hostem will be an ever evolving space where visiting designers will take up residence for a short period and each designer will curate the room in their own unique way. The next project will be Dr. Romanelli and his Prescription Shoppe opening in November, 2010.

DD: Why Redchurch Street?

James Brown: We looked everywhere from Mayfair to Dalston but when the opportunity came up to open on Redchurch Street we didn't think twice. There is something very unique about the area at the moment. The resurgence and regeneration currently happening is phenomenal and the independent retailers really are at the forefront of this process such as, Labour & Wait and Aesop.

DD: Why did you choose JamesPlumb to for the interiors for the store?

James Brown: From the moment i saw Hannah & James' work i knew their rough-luxe aesthetic would really compliment the concept design of the store. They create a sense of individuality and history using beautifully reworked pieces.

DD: What kind of consumer will you be trying to attract with your brands?

James Brown: Someone who is fashion literate and looks for a sense of depth & variety in their shopping experience. We don't want people to have to buy into one set look we want to give them a choice from all aspects that encapsulates fashion today. 

DD: What's your favourite piece in there at the moment?

James Brown: It would have to be Casely - Hayford's take on the traditional dustman's jacket and hand knitted scarves by Curiouser + Curiouser.

Hostem, 41-43 Redchurch Street, London, E2 7DJ