Beach in the East launches in London

Online retailer Farfetch.com has teamed up with Yasmin Sewell

and opened up a pop-up called Beach in the East, which aims to bring California cool to London’s Shoreditch area.

The pop-up at Paper Maché Tiger, which is open until late August, has been inspired by Californian skate culture and features an empty swimming pool, alongside a selection of products hand-picked by Sewell that pays homage to a “time when people were living young, wild and free”.

The 538 square foot retail space features bespoke items from an international roster of designers including Acne, House of Holland, Thomas Tail, Sophia Webster, and Swatch. As well as pieces from Katie Hillier, Ancient Greek Scandals and Lisa Marie Fernandez, and for shoppers unable to visit the pop-up in London before it closes on August 24, all the products are also sold online at fashion retailer farfetch.com.

Commenting on the venture, José Neves, Chief Executive and founder of Farfetch.com, said: “Farfetch prides itself on connecting the global fashion community with the most exciting and unique products out there. The Beach in the East partnership offers a dynamic synergy that unites Yasmin’s impeccable eye with Farfetch’s global fashion hunters through our virtual boutique.”

The pop-up will be open through August 24th.