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As well as limited-edition pieces that will travel straight from the studio to the shop, the best testament to this more flexible way of working is the store\u2019s skirt bar. Centred on a haberdashery unit restored by Lowena-Irons, painstakingly covered in over a thousand vintage stickers sourced from collectors worldwide, the bar offers customers the opportunity to fully customise their own versions of the brand\u2019s carabiner skirts \u2013 from the colour and width of the deadstock leather belt down to the beads that line the fabric\u2019s pleats.<\/p>\n
This, naturally, is among the Clubhouse\u2019s more premium offerings, with the resulting skirts priced to reflect the bespoke service. The girls, however, have been concerted in their efforts to ensure that a full gamut of fans can fully participate in the shop experience. Alongside custom pieces and the main collection, the Chopova Lowena Clubhouse also stocks exclusive merch designed specifically for the store. Featuring Petal in various guises and punny slogans, the capsule\u2019s tees, baseball caps, underwear, socks, bandanas and more were designed as more accessible touch points to the brand.<\/p>\n
Speaking of its motivating logic, Chopova reminisces on teenage trips to the Marc by Marc Jacobs store in New York\u2019s West Village, an outlet that sat next to the mainline flagship, but that offered a dynamic array of merch \u2013 like the iconic \u201cProtect The Skin You\u2019re In\u201d tees and campy lipstick pens \u2013 at pocket-money prices. \u201cBeing able to go to this sister store and access this product at a more accessible price point, you still felt you were part of the thing.\u201d<\/p>\n
That sense of camaraderie, of being part of something, coloured the atmosphere at last night\u2019s opening event, where members of the brand\u2019s community convened to toast the opening \u2013 and their newly attained club membership (Clubhouse ID cards were even printed as ID cards as proof).<\/p>\n
It\u2019s a spirit that will carry on over the course of this opening weekend, of course, but also far beyond it. What makes that feel so certain is the timeless foundation that the brand is built on, one that anyone can relate to. \u201cFriendship is the basis of this brand,\u201d Lowena-Irons says, \u201cand friendship is a huge thing that we stand for.\u201d Check out what some of the brand\u2019s best friends wore to celebrate this new chapter of one of London\u2019s best-loved indie brands.<\/p>\n<\/div>\n