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PRESENT

I find it hard to avoid PRESENT; quietly sitting on Shoreditch High Street the store always seems to pull me in. A buzz is in the air, my sense of curiosity kicks in, the warmth of the store draws me closer and the smell of delicious coffee seals the deal. 


Here’s where credit is due because this is a menswear store and I am not a man, yet still there is something that makes me return to the store time and time again. Firstly I must mention the genius idea of installing a coffee stall in the front window; this may not be the first coffee/retail combination in the world but it sure is a good one. Prufrock coffee is served daily by a world champion barista from a fine looking espresso machine; Yes it tastes amazing and yes the concept works; drawing in the crowds the store always looks busy and has an air of excitement as soon as you step foot in the door.
Edging past the queue of caffeine deprived locals you will find yourself in a warm light filled store with so many exciting and colourful products it’s hard to know where to start. If I had to choose just one word to describe PRESENT it would be quality; high-end, best-you-can-get quality. Every product range is the top of its class.
PRESENT’s house label offers Scottish made knitwear, Japanese textile casual wear and English made keep-you-warm-in-the-winter style jackets and sits well alongside the array of casual heritage style menswear brands in stock. Nanamica, Wings and Horns, Dover Street Market, Happy Socks, Diemme, Vans, the list of quality labels goes on including traditional English brand Nigel Cabourn and Trickers who have collaborated on a line especially for PRESENT. Cire Trudon candles, a fantastic selection of publications, numerous accessories and bits and pieces line the rest of the store ensuring you always find something to grab your attention.
The products in PRESENT are not by any means faddish; although on trend, these products are quality, buy-now wear-forever pieces. The look is heritage, outdoorsy, masculine, classic and timeless. 


To sell such fine goods you obviously need a good team and PRESENT has just that, during my visit I spoke to store manager Ash, having previously worked for owner Eddie Pendergast at The “Duffer” of Saint George for a remarkable 10 years, he has now been at PRESENT since the beginning back in August 2009.
E. How would you describe your personal style? 

A. At the moment it's a bit Survivors, the 1970's version!

E. Who are your favourite designers and why?

A. There are so many and all for different reasons. My all time favourite would have to be Helmut Lang, brilliant details and use of colour all done very subtly. Robin Day, for great furniture consistently over decades, RIP. I also like a lot of heritage design like Filson from the US or Guernsey sweaters and I always look forward to Nigel Cabourn’s collection; his reference points are usually quite close to what I'm interested in.

E. What do you like about working at Present?

A. Getting to work in a great shop with great brands and good people.

E. What do you think is the most important aspect of running a successful retail store?

A. I think as far as product is concerned it needs to be a mix of new products that are hard to find and items customers actually want. From on trend to basics designs plus lots of bits and pieces to add interest and excite people. Overall though it's about creating an amazing space that people want to be part of.

Ash wears Haversack shirt, Nigel Cabourn waistcoat, vintage Levis and a pair of battered work boots.
A final note on PRESENT: Their website is also top quality and includes an online store with high quality images and item descriptions, it is a pleasure to look at and links to a very inspiring blog to match.
Present
140 Shoreditch High Street
London
E1 6JE
United Kingdom

Monday - Friday 10.30am - 7pm
Saturday 11am – 6pm
Sunday 11am - 5pm

Store enquiries: +44 (0)207 033 0500