View Mobile Site


show nav
View Desktop Site


20 Ltd.

by Ami Kealoha in Tech on 26 March 2007

The first online retailer to offer exclusive limited-edition collaborations with a rotating group of hand-picked luxury brands, 20 Ltd. is a new concept both on and offline. Launching 2 April 2007 to the general public, a select few already have access and 20 Ltd. is hooking up Cool Hunting readers with advance acccess here.

Editions of items, like an op-art Pucci rug, an Opus foosball table (pitting good vs. evil with players like Gandhi and Hitler) and a Solange pot leaf-shaped ring, are each limited to different quantities. When they sell out a new product takes its place, with the total number of products available never being more than 20 at any given time. A section on the site called the "Next 20" allows shoppers to view future products.

With a commitment to good design and an aim to create heirloom-quality pieces, co-founder Jolyon Fenwick explains, "we wanted to be a bit like walking into a museum but where you can actually buy the stuff." Using a product-centric model, 20 Ltd. keeps the focus on authenticity, genuine enthusiasm and passion for items "created because someone wanted to create it not just to sell it." Defining a "new luxury, the approach makes for products that avoid trends and flashiness and are available to anyone with an internet connection.


Get Cool Hunting delivered to your inbox every weekday morning