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last year, LOTI proudly introduced you to British denim brand Bethnals. Since its initial launch just over a year ago, the brand has opened its first store in East London’s Spitalfields. We weren’t wrong when we said it would become the new ‘London uniform’! Now into their second SS/15 season, Bethnals, which was originally funded through Kickstarter was the dream of Melissa Clement, a self-confessed denim nerd like ourselves. With over 14 years’ experience in the industry and working with denim throughout Europe. Melissa is passionate about denim, with a drive to find the perfect fit, and the small details which make a huge difference.

Melissa’s passion paid off, and now Bethnals first standalone store sits proudly on the red brick fronts of Brushfield Street, the perfect setting in Spitalfields market, next to LOTI fav Joshua Kane Bespoke. The sleek store is testament to a loyal client following, and the inspiring success and growth a new brand can achieve in an already oversaturated market. Original and stripped back woods play against the copper and concrete finishes.

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Still true to its roots, Bethnals unisex approach makes it the ideal brand for modern Londoners. Bethnals is extremely wearable, a collection of new classics that work well in any wardrobe. With a luxury high street price point, you can pick up a pair of selvedge jeans for £125.

Head down to 73 Brushfield Street to try on your new favourite jeans. Trust us, you won’t want to take them off.

73 Brushfield Street, Old Spitalfields Market, London E1 6AA