Saturday, 18 June 2011


If you ask me the most iconic select store in London, I would say Harrods, Liberty, Selfridges, Harvey Nichols or maybe Dover Street Market. If you ask me the most amazing select store in London, I am sure I will tell you LN-CC!! Located in Dalston, LN-CC is not only a fashion store but also a kingdom of music, culture, books and experience. I found them by Gary Card since they open (I start following Gary since 2008 when I read an interview of him in a UAL magazine :P) and I feel so great that I can do an interview with the director, John Skelton and the marketing director, Charlotte Hall. They also gave me a guide of this fantastic store and it's time for you to enjoy this fashion kingdom.

What is the concept of LN-CC?
The concept of the store is just everything that we like rather than just be a clothing store. We obviously in the clothing but music and literature as well. Especially the music! It a big part of what we all do and we all like. So we just thought it will be good to have an in depth offer for the music part.

Why Dalston?
The main reason of opening LN-CC in Dalston is we all live around here, we all socialise here. This is like our area. There is other retailer around here. And we can get a lot more space from here, we know we need more space to do this and this is kind of fitting place to do it and this place is the best place to do it.

Why do you ask Gary Card to be your interior designer?
We had a very strong idea of the store interior. Gary is a close friend of Charlotte. She has been to Gary's exhibition which is a tunnel with plastic faces. It's an amazing experience when you are inside. Charlotte introduced Gary to other members of LN-CC and Gary and his dad finish all the interior.

Is there any standard for the brands you launch? What is the concept of selling Raf Simons archive collection?
Basically just what we want to wear!
The items from the archive collections are one-off pieces. The Raf Simons collection is to show we got a history of all of these brands. We got 300 pieces from the first collection until now. We have managed to source a few more pieces from the Raf Simons warehouse.

As a new online store, how do you see the online market, are you more base on the online market than the actual store?
We don't really base on anything. We are just base on doing what we want to do. We don't generally just offer something to sell it. We try to make it through the website because the only store we have in the minute is London base. So we try to make our website as accessible as possible. That's why we are working on Chinese translation. It's not necessary that we are more focus on online or the store but we want everything to be more accessible to everyone if they are interested in.

There are totally 4 areas in LN-CC. The first room displays all the casual wear and some new Japanese brands. The following area is the room of darkness which stocks the collections of Ann Demeulemeester, Damir Doma and Rick Owens. After that is the room for all the mainline collections. You can find Jil Sander, Issey Miyake and Maison Martin Margiela in this room. I love the design of the mainline room most but my favourite of LN-CC is the library! Besides the fashion and art books, LN-CC also sells indepentant photographors' books which is in limited copies. The library is also a room for music so you can read your favourite book and enjoy the music at the same time! (You really have to go to experience this room, It's amazing.)

Visiting LN-CC is not just an action to shop but an experience of interior, art, music and fashion.

**LN-CC is giving their fans a chance to win a package for visiting London and their store as well!
The winner can also get 15000 pounds to spend in store and meet their lovely buyers and store manager!!**
Don't miss the chance!!

Special Thanks Charlotte, John and Xiao Xiao
Photos from Jiro

To know more about LN-CC, please visit their website
You can also send an e-mail to to make an appointment for visiting the store.

My friend, Min and me in LN-CC Richie Culver "Too Dark, One Night" exhibition private preview

Min in Goodone
Me in J.W. Anderson T-shirt from LN-CC

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