Equa
28 Camden Passage
London
N1 8ED
020 7359 0955
www.equaclothing.com
Who: Penny Cooke
“I’m a complete shopaholic! I love going into shops and trying on clothes. I love the whole shopping experience. That’s why I was frustrated, a few year’s ago, that you could only buy ethical clothing online – as well as missing out on the experience, you’ve got the hassle of things not fitting and having to send them back.
I want to show people you can buy fashionably and ethically as well as give people somewhere they can try things on and see a range of designers. Fairtrade, ethical and organic doesn’t have to mean boring, brown, hessian, sacky and hempy.
The shop itself doesn’t have a huge amount of ‘in your face’ ethical literature. I want people to discover it’s ethical rather than have it shoved in their face. People come in, they browse and then they realise the garments are Fairtrade. It’s all quite subtle.
My main customers are women. Ultimately I’d like to open more shops. There will be room for menswear at some point. I’ve had a lot of men asking ‘Where’s the men’s?’. Apart from Howies there’s not a huge men’s collection out there. Men are just as interested I would say. When you go to the sample sales, Howies, which are predominantly for men, have a massive male following.”
What: London’s first Fairtrade and organic fashion boutique. Stocking womens and childrens ranges, you will find labels such as Ciel, Enamore, People Tree and Organics for Kids as well as smaller designers. The calming interior design and soft colour make it perfect for browsing and chatting with Penny about the stories behind each label.
Why: Instead of buying ethical clothing online go see if for yourself. Try on the most comfortable and glamorous heels ever, by Beyond Skin, worn by Natalie Portman and Alison Goldfrapp. The new autumn and winter range is just in – suede ankle boots to die for. If you’ve got kids, the little girls’ dresses by Eternal Creation are gorgeous. And designer Hugs jeans are flying off the shelves.
Where: On Camden Passage, five minutes from Angel tube. Turn right out of the tube and make your way to the little market place and vintage shops that lead up to Camden Passage, it’s a little further than you think, on the right hand side, opposite a pub called The Elk in the Woods.
When: Monday 12pm - 6pm, Tuesday 11am-6pm, Wednesday-Friday 11am - 6.30pm, Saturday 10am - 6pm, Sunday 12pm - 5pm.
Photograph: Lisa Marker
