When Kyle Stewart and Jo Sindle opened Hoxton shop Goodhood, they were determined to go outside the confines of clichéd streetwear to showcase brands that aren't purely sales-driven and that are keen to support independent retailers.  In turn, Goodhood attracts customers who are not afraid to take risks.

The store demonstrates how streetwear has overlapped with conventional fashion, and the brands that Goodhood has chosen to stock embody this blurring of boundaries. Bernhard Willhelm's clash of normality and fantasy sits well alongside the fun and games of Cassette Playa, Wood Wood, Rittenhouse and PAM.  These more established brands are contrasted with Sabrina Dehoff's jewellery, VNGRD (a label from the Milanese underground scene) and hand-printed tees from Gasius. Heritage lifestyle brands like Gregory's Mountain Products and Patagonia also get a look in.

Stewart and Sindle were both designers before opening the shop, and this means they are keen to treat Goodhood as a labour of love, as if it was their own label - plans are actually underway for a standalone Goodhood brand - creating a distinct retail experience that isn't generic. Goodhood also acts as a creative incubator, with a design studio and gallery space in the basement to further foster the blending of fashion, art, music and design.