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what they say
"Only recently opened, the boutique is already making waves and securing its place as one of London's premier shops"
coolhunting.com
"Eastcastle Street has just upped its fashion ante - as the home of new fashion boutique, Oxygen... Exclusive UK stockists of American labels including the master of colour Brian Reyes and the queen of jersey draping, Doo.Ri, you can also expect to find the likes of Kova & T, Herve Leger, M by Missoni and Sea New York hanging among the Oxygen rails"
vogue.co.uk
"...new boutique Oxygen is a treasure trove of must-haves"
London Lite
"…a breath of fresh air…"
elleuk.com
"…an art gallery like exterior …Oxygen is a treasure trove of exclusive and hard-to-find US womenswear brands"
Drapers
"…Oxygen is the hip new London boutique that has just gained exclusive access to some of the coolest brands from the other side of the pond. And what a roll-call of hotness it reads"
graziadaily.co.uk
"The fashion pack are all fighting through the doors of the newly launched store…"
fashionpack.onsugar.com
about us
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.