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F-Troupe, London

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F-Troupe, London

F-Troupe’s first flagship store in London’s Soho opens its doors in September 2010, the pintsized but perfectly shaped retail spot stretches across one floor and pushes a highly individual concept marked by an aesthetic best described as Victorian curiosity.

Designed by the in-house F-Troupe team the shoes are hand-made in Northampton by an independent factory founded in 1881 which specialises in producing small runs of handmade shoes.

Arranged mainly on shelves running along the walls the store houses F-Troupe’s complete collections for men and women as well as the range designed in collaboration with edgy London talent Jessica Ogden.

Mick Hoyle, F-Troupe’s owner: "For me personally, the key features are the stained glass window, glass light fittings, Victorian tiles, antique wood and bell shoe stands."

Independent shoe stores don’t grow on trees in London. Walking past independent label F-Troupe’s first flagship store in London’s Soho you are in for a positive surprise.

Opening its doors in September 2010, the pintsized but perfectly shaped retail spot stretches across one floor and pushes a highly individual concept marked by an aesthetic best described as Victorian curiosity. “Victorian style can be wonderfully fun. Most people’s idea of the Victorian aesthetic is dull and dusty but we wanted to show that it can also be about a sense of fun, colour and texture. To get our point across we’ve filled the store with everything from antique furniture through to original features ranging from light fittings down to the actual wood that was used for the construction. It took us about a year to collect everything and I designed the entire concept myself. For me personally, the key features are the stained glass window, glass light fittings, Victorian tiles, antique wood and bell shoe stands. Our chief aim with the interior design was to distance ourselves from the cookie cutter type of shop fits that most retailers focus on today,” says Mick Hoyle, F-Troupe’s owner.

Arranged mainly on shelves running along the walls the store houses F-Troupe’s complete collections for men and women as well as the range designed in collaboration with edgy London talent Jessica Ogden. Exclusive to the store is the so-called “Made in England” capsule collection of brogue shoes for men and women. Designed by the in-house F-Troupe team the shoes are hand-made in Northampton by an independent factory founded in 1881 which specialises in producing small runs of handmade shoes.

F-Troupe // 33 Marshall Street // W1F 7ET London // Tel.: +44 207 4944 566

Text: Emma Holmqvist
Photos: F-Troupe

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