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Noovo Editions


Noovo Editions is an independent editorial project with online and paper editions. First of its kind in Spain from an unique and contemporary perspective on the international panorama,
Noovo seeks not only to be an aesthetic arbiter but also a cultural mediator at the juncture between Fashion, Photography & Jewellery.
A platform to show the highest level of creativity from around the world

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  HOSTEM

   
   
   

HOSTEM Store
The first sense of something a little more informed, of something executed with a little more élan, is in the aroma of the freshly brewed coffee pots that circulate from the Hostem kitchen. The second is in the solidity of the reclaimed wooden floorboards underfoot and the charm of the thick luxurious Swedish linen curtains as the treacly-amber glow of exposed lightbulbs illuminate overhead. This enclave, in the heart of Shoreditch’s Redchurch Street, is quietly assured and unique to the last. Low on high theatrics and high on the almost antique ideal that service should be attentive and intelligent. Devoid of shock-and-awe pop-ups and ‘concepts’ and focused on catering to a considered, fashion-literate gentleman who demands a sense of depth and variety in his retail experience. Menswear store Hostem is set to subtly shift the London retail landscape.

"I wanted to open a space in which I could support the brands I really believed in, from the clean and clinical lines of Visvim to the artisan creations of Maurizo Amadei. So many cultures have influenced me from living in Umbria to Los Angeles and it was important my various experiences were reflected in Hostem" – says owner James Brown. Brown took an astute look at what London offered the modern man. What he found was a focus on thrusting one set identity onto the contemporary consumer. His solution? The founding of a place where mixing the varying eclectic elements of modern menswear and pushing for a richer overall experience is fundamental. In this space, casual yet luxe streetwear is married with the niche, the unexpected and the directional. Hostem is a house to intelligent design; from the buttery leather of a pewter Rick Owens jacket to the crisp folds of an Adam Kimmel plaid shirt. The brands on offer are considered and concisely edited; Visvim to Casey-Hayford, Virdi-Anne to Julius or Individual Sentiments, S.N.S Herning to 3.1 Philip Lim. The fact that the very rails from which these brands hang are bespoke, cold bent by hand gives a sense of quiet polish.

Not that the effect is haughty; much lauded design duo JAMESPLUMB see to that with their signature ‘love-worn’ accents. Enlisted by Brown for their rough-luxe aesthetic, they create a sense of individuality and history, using masterfully reworked mirrors, wood that looks as if pillaged from decades past and a chandelier that erupts with mini lamp shades. Think Dickens with a dash of Dali humour. The pair also found space to house various bric-a-brac that turn the store from something cold (it was previously a somewhat industrial street art space) to something akin to a collector's emporium. Plump book shelves, stacks of left-field magazines, niche grooming products and jewellery dot the rooms. 

The three conjoining rooms that make up Hostem each cater to the myriad requirements of the modern consumer and the fact that no two retail experiences are ever the same. The first, in neutral chalky tones with concrete plinths to display footwear, house the Hostem essentials; the feather-light cashmere of The Elder Statesman, the draped cotton of a Damir Doma T-shirt or the bewitching fragrance of the Melograno bath oil from Santa Maria Novella. Venture deeper and the customer is ensconced into the second room. A more intimate space, with low swooping ceilings and carefully upholstered walls, this serves the niche and directional; the more challenging designs of 21st century men’s dress. Here, Ann Demeulemeester, Damir Doma, Julius, Rick Owens, MA+ and Augusta are housed.

Hostem’s third space is a concept unique to the store; an area in which visiting designers will be invited to take up residence on a short-term basis. Offering the already-informed clientele a glimpse of fashion less familiar, the Hostem man can therefore experience new brands alongside ones he has a relationship with. The truly cult collaborator Dr. Romanelli’s Prescription Shoppe debuts as the first in residence of the space, which has its own entrance separate from the main store.

The timing couldn’t be more deft; in an area blessed with judicious regeneration, Hostem sits comfortably alongside the very new Penny University Coffee space and Aesop, with cult hardware purveyor Labour & Wait on the way. Similarly serendipitous is Brown’s hiring of Alex Wysman, the former Assistant General Manager of Dover Street Market, and Darren Rudland, once of Covent Garden boutique, Jones. In an age when the definition of luxury is being questioned, Hostem seeks to bring a sense of luxury in the purest sense of the word; from the cut of a Geoffrey B. Small trouser, to the crisp pages of a weighty book or the curl on the wooden handle of an umbrella. Fashion fripperies come and go but Hostem's alchemic mix of street, luxe, avant garde, artisan and considered design, like those solid wooden floorboards, is built to last.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
   
  More Info: http://www.hostem.co.uk
 
   
HOSTEM Interiors

From the warm tones of the washed out Swedish linen curtains and biscuit restored floorboards - to the raw, exposed bulbs that glow softly on the discreetly luxurious hand-painted hessian wall panels, a sense of quiet and calm pervades. This is Hostem, in the heart of Shoreditch’s thriving Redchurch Street, a new menswear establishment where the avant-garde and the street coalesce and where the traffic and shrill, city noises fade to mute. A menswear establishment intent on mixing luxury street brands with conceptual, left-field labels in an environment of considered, understated elegance.

In creating a home for his venture, founder James Brown knew that nothing short of unique would suffice. In housing labels such as Ann Demeulemeester, Visvim, Rick Owens and Casely-Hayford, Brown needed something enticing for the former industrial space Hostem takes over. To this end, he looked to the work of interior design duo JAMESPLUMB, founded by Hannah Plumb and James Russell. Using restored materials and re-working pieces from the past to imbue the present with history and timelessness, the interior designers debuted at this year’s Salone Internazionale Del Mobile in Milan and are currently enjoying a rapidly rising profile thanks to recent features in 'How To Spend It' and 'The World of Interiors'. Upon meeting the designers and seeing their home and studio (a cottage in Stockwell Green that houses a veritable treasure trove of delightful curiosities, amongst them a lamp that began life as an antique roller skate and 19th century bird cages) Brown knew that Hostem's interior concept lay in their hands. The two met at Wimbledon School of Art, where they studied fine-art sculpture. Their aesthetic is based on a deference to history through the re-working of antique and reclaimed pieces, which sees lamps, bulbs and screens re-interpreted and re-born as individual articles.

As the first commercial project for JAMESPLUMB, the designers were aware that Brown had bestowed huge trust upon them. 'We'd just started the job and arrived carrying a church pew covered in rotten leaves,' says Hannah. 'It raised a few eyebrows, I can tell you'. The pew now stands centrepiece as a beautifully bespoke front desk. Gleaning gems from life’s detritus; pieces can be salvaged from the side of the road, a skip, or found at car-boot sales and furniture reclaim yards. The store’s three finished rooms, including an ever-evolving space housing different designers, carry this love-worn JAMESPLUMB perspective. Floorboards are aged with stories of comings and goings of old. Crackled artworks by Huw Griffiths adorns the walls. Vintage lampshades are wittily reworked into a chandelier that bustles like some sort of bouquet as seen by Dali. Rick Owens trainers sit atop one of the many cement plinths, filled railway conductor bags double as mini sculptures, all in all the perfect marriage of modernity and heritage. Vintage US Trouble Lighting hangs from long cables, allowing customers to manoeuvre the glow for closer examination of the clothes. "Down to the last door handle whose previous life was a curtain pole finial, we wanted Hostem to have depth and detail", says James Russell.

The Plumbs work alone in perfect design unison, down to the hanging of wall canvases - painted hessian that has been given a secret treatment (and no, they’re not telling) to achieve the final rustic, dusty look. They did however enlist master metal worker and designer Alex Pole to cold-bend the imposing clothing rails by hand-working metal over a cog he found in a Somerset river; and Beata Barton Chapelle to make the stores thick, luxurious linen curtains. The overall effect is one of calm assurance. Of quality, of personality, of history, wit and considered, intelligent design. Much like the clothes within.



HOSTEM
41-43 Redchurch Street
London
E2 7DJ
UK

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