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SHAFTESBURY ANNOUNCES WINNER OF THE INCUBATOR PROJECT: A STATE OF NATURE

 

Shaftesbury announces the winner of ‘The Incubator Project’ competition. The initiative gave budding UK brands across fashion, fitness, beauty and lifestyle the chance to win a rent free pop-up shop this autumn/winter in the capital's most exciting destination, Soho. Independent British label ‘A State of Nature’ was the winning entrant. A State of Nature will be opening at 99 Berwick Street, which boasts a spacious 658 sq ft.

The non gender specific collection includes shirting, trousers, outerwear and accessories and is ethically made in London by skilled craftspeople with the company setting out to make products that stand the test of time.

A State of Nature was founded in 2020. Behind the brand is Barbara and Nick. Barbara Fidler- Wieruszewska is A State of Nature's founder who works from the fabric room, turning rolls of premium Italian or British cloth, into beautiful unisex workwear. Nick Eisa works from the leather and paper room where they cut their bespoke patterns, add final touches to each garment and hand emboss their swing tags, labels and business cards.

The designs are inspired by traditional workwear, providing comfort through a generous and loose fit. Prices start from £95. Hero products include 100% silk screen printed scarves designed by Mark Hearld, herringbone weave waistcoats and autumnal 8 wale heavy cord trousers and gilets; all handmade in London.

The Soho pop up will be offering the opportunity to purchase products which will be made to order as well as regular practical workshops with industry experts, competitions, and themed talks.

The store will open 2nd December for 3 months at 99 Berwick Street.

Matt Smith, Head of Sustainability at Shaftesbury says: “The overall standard of the entries was incredibly high, and many entrepreneurs have sustainability at the heart of their business. We were particularly impressed by A State of Nature’s sustainability credentials; all their products are hand-crafted in London from ethically sourced materials, with a focus on quality and durability.”

Samantha Bain-Mollison, Retail Director at Shaftesbury says: “We are delighted to welcome the winner of ‘The Incubator Project’; A State of Nature. When looking to bring brands into Soho we are always looking for different and exciting concepts that can also offer sustainability and inclusivity credentials that are important to us here at Shaftesbury. We are excited to see how A State of Nature will progress in Soho in the already thriving retail mix.”

Nick and Barbara at A State of Nature commented: "It was such a thrill to hear that we'd won the competition, especially since we were competing with so many equally deserving young brands. Barbara and I both cut our teeth in the bespoke world of Mayfair and Savile Row. We started A State of Nature because we wanted to provide the high standard of quality we had learnt at a lower price point. So we're really excited for the opportunity to reach a new audience at this amazing location!"

All entrants were judged upon their sustainability credentials, strength of business, social media and marketing plans, creativity, design excellence and consumer appeal by a judging panel made up of Grazia Shopping Editor, Julia Harvey, Contributing Editor at TheIndustry.fashion, Tom Bottomley, Creative Director at RÆBURN, Christopher Raeburn, Shaftesbury Retail Director, Samantha Bain-Mollison, Shaftesbury Head of Retail Activations, Emma Steele and Shaftesbury Head of Sustainability, Matt Smith.

A State of Nature will sit alongside a host of independent and flagship brands in Soho including RÆBURN, Supreme, Oliver Spencer, Universal Works, BLEACH and Misan Fabrics.

Website: https://www.astateofnature.com/ / Instagram: @a_state_of_nature

For more information please contact Sister London:

meghan.ryan@@sisterlondon.com / [email protected] 020 7287 9601 Follow @ThisIsSoho and visit ThisIsSoho.co.uk for full updates, news and information

Notes to Editor:

Soho

Soho is the creative hub of London’s West End with a vibrant mix of independent and concept fashion stores, restaurants and bars. Shaftesbury’s Soho portfolio includes 39 shops and 31 restaurants, bars and cafes across several Soho streets including Berwick St, Broadwick St, Denman Street and Brewer Street.

@ThisIsSoho / ThisIsSoho.co.uk

Shaftesbury

Shaftesbury owns and manages a 16 acre property portfolio in the liveliest parts of London's West End. The portfolio comprises of restaurants, cafés, pubs and shops, extending to apartments and offices in the highly popular, sought-after and prosperous locations of Carnaby, Seven Dials and Chinatown, together with substantial ownerships in East and West Covent Garden, Soho and Fitzrovia.

All our properties are close to the main West End Underground stations, and within ten minutes’ walk of the two West End transport hubs for the Elizabeth Line, at Tottenham Court Road and Bond Street.

@shaftesburyplc / shaftesbury.co.uk