A British clothing brand that offers so much more than just surf related merchandise have opened a beautiful store in Seven Dials. Think framed coastal pictures, storm lights and a relaxed, surf shack vibe.

Despite the brands apparent lack of interest in being ‘in fashion’, their plain, subtly branded clothes have become achingly fashionable. Pretty impressive bearing in mind first and foremost they want to make clothes that last and are made from environmentally friendly, recycled or natural fibres, such as merino wool.

I am not a surfer but I love the brand and products, the warmest coats that you will ever wear that fold into a pocket and the cosiest merino wool socks. It is much more than your standard retail store  – hosting events, talks and film screenings – definitely pop in – the coffees are pretty good too!