Oxygen is London’s coolest independent fashion boutique. It is a unique retail concept that has grown from extensive experience of the fashion industry and an intrinsic ability to identify the wardrobe needs of women in the UK.
Devised by two generations of one family, Oxygen is the creation of Helen and Joanna who after many years of cultivating their highly successful fashion led label and successfully supplying to many of our nations biggest high street names, realized there was a space for an accessible yet fashion led store stocking unique, desirable and discreet labels that can be mixed and worn without the need for status or label flashing. The result is Oxygen.
The store opened in March 2009, based on Eastcastle Street in London’s newest Art District, Noho. The street is an up-and-coming gallery destination and having studied art history at University Joanna decided to give an extra dimension to their business by showcasing artists and photographers within the store environment as fashion and art compliment each other naturally. Echo Morgan will be creating unique artwork for the store as the new collections.
The labels selected to be in-store are an intriguing blend of new and up-and-coming designers who are creating a buzz in the industry to established highly desirable insider labels. Big brands and label flashing are a thing of the past and the carefully selected and edited buy reflects this new mood and a highly personal approach to dressing.