THE CONVENIENCE STORE
Stills from 'UNIFORM' film featuring AW10/11 collection
After taking a season out and exploring a fundamentally more sustainable business
fashion model based on design as a ‘continuum’ and not as a ‘fashion moment or
season’. The Convenience Store returns for AW10/11 welcoming a movement of ‘New
Design Austerity’ and with a fresh design mandate and manifesto – UNIFORM!.
u·ni·form (yn-fôrm)
adj.
1. Always the same, as in character or degree; unvarying.
2. Conforming to one principle, standard, or rule; consistent.
3. Being the same as or consonant with another or others.
4. Unvaried in texture, colour, or design.
n.
1. A distinctive outfit intended to identify those who wear it as members of a specific group.
2. One set of such an outfit.
The Convenience Store UNIFORM! is an interchangeable working wardrobe supplied
by an edited and carefully selected clutch of contemporary designers. The aesthetic is
modern, chic, stylish, intelligent, original and advanced. The pieces are not exclusive to
the store but have been carefully sourced, selected, edited and curated to represent a
unique visual identity. However, The Convenience Store is forging working relations with
all designers selling to The Convenience Store to create new channels of working
projects and conversations or ‘Extra Value’.
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