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Welcome to the Family

We're a fashion independent based in Hitchin, Hertfordshire. This is Rick with his lovely wife, Stef. Rick's the man in charge. You'd usually find him busy on the shop floor or grabbing a coffee on the square. 

Men's & women's clothing & accessories is our thing. We believe in the opposite of 'fast fashion'. In clothing made to last. In buying less, but buying well. Holding true to this belief has helped us establish ourselves as one of Hitchin’s leading independent fashion retailers.

Our Stores

Based in The Arcade, Hitchin, Hertfordshire our store is our central business hub. It’s where our team are based and where all our online orders are picked, packed and shipped from.

It’s also the location of our summer pop-up bar. Where we serve alfresco weekend cocktails, late into the evening.


Our Brands

Being an independent retailer means every item has been thoughtfully picked. Each season our in-house team select unique items you’ll love. Clothing and accessories that meet our quality standards too.

Our portfolio of men’s street-style brands include familiar names like Superdry and Gstar. As well as lesser known, more individual labels like Casual Friday, Edmmond Studios and Ecoalf. Selected Homme, Guide London and Hartford offering a more premium, formal feel.

Our women’s brands offer on-trend, day-to-evening style from Louche, Part Two, Selected Femme and Ichi. Off-duty looks offered by Superdry.

Our Services

Whether you’re in-store, online or even just popping by for a late night drink, your experience with us and how it makes you feel matters. From the team you meet in store, to how you receive your online delivery. Even what we share on our social media and email newsletter. Everything we do is to help you feel good.