The Goodhood Life Store
East London's cult clothing boutique opens a new Zen den of enticing design wares
by Sabine Zetteler
Five years ago, East London was blessed with Jo Sindle and Kyle Stewart's hybrid clothing store and creative space, in Hoxton's quiet little Coronet Street. Today, their Goodhood Store provides the primary reason to walk down that way, and the tiny shop has nurtured quite a following, not to mention critical recognition, thanks to its carefully considered inventory.
Those who may have fantasized about styling their whole world after the Goodhood aesthetic now have an additional resource—Sindle and Stewart have expanded their repertoire of good taste to include the Goodhood Life Store, a beautiful, perfectly proportioned home furnishings shop. Adhering to the brand's mantra of carrying "selected goods for the independent mind," the shop caters to the same stylishly creative consumer who not only wants to wear the Goodhood look, but live in it as well.
Sindle and Stewart's eye for design, sky-high quality standards and knack for picking out pieces that even the most sensible spender cannot help but covet translates seamlessly into the interior design realm.
The original store overlooks the latest like an adoring elder sibling from down the street, while the new kid on the block is just as smartly designed inside and out. On the inside it's a pretty Zen den, following a serene, monochrome theme. But as it's in Hoxton, where exposed brickwork is practically a council planning requirement, naturally there's a fair amount of industrial-chic in evidence—think black metalwork and decorative filament bulbs. This place feels like the lovechild of an effortlessly cool Japanese mom and a hugely handsome Scandinavian dad.
Plus, Goodhood Life is the only British stockist for a host of design-savvy items, like the practical and beautiful Pack & Carry fireplace by Snow Peak; the geometric wire basket by Ferm Living, which can be used as a stool, side table, basket or bin; and tree-stump-inspired Kirikabu stool by legendary brand Gelchop.
Sindle and Stewart patently refrain from stocking items based on contemporary fads, like some of their Shoreditch neighbors. Instead, they seek products that continue to genuinely inspire because they're the flawless mix of quality construction and enduring aesthetics—but with an intriguing twist.
Fortunately for those outside of London, you can still pick up some of your favorite Goodhood items from their online shop.
Images courtesy of Goodhood