The backlash against uniformity begins!
Three local and acclaimed fashion experts are launching The General Store on Saturday 15th December 2007, - the first of its kind in bringing together five hugely successful and unique brands under one roof for the very first time. The store is a huge coup for Manchester as a UK style-leading city and is tipped to become a destination store for visitors to the North West with a taste of true, individual Mancunian style.
All of the brands to be sold are already synonymous with cutting edge and rock n roll: Ringspun is renowned for everything from combats to T shirts; while Elvis Jesus T shirts combine rock album style with religious imagery. Both have been making a splash on the worldwide urban fashion scene since bursting on to the Manchester market. Bolongaro Trevor is the eagerly anticipated brainchild of acclaimed creator of All Saints and takes rock n roll to a more tailored, styled level. Buddhist Punk manages to combine cultural mystery with rock n roll. Meanwhile House of the Gods is a prime example of music inspired fashion, while Religion combines a vintage feel with inspirations worldwide - with a bit of sexiness thrown in for good measure.
In addition, with some of these brands firmly rooted in a Manchester heritage, The General Store is now breaking the mould in combining them in a retail experience unique to Manchester, with some pieces to be exclusive to the city and reflecting the locality.
Co owner David Mallon, founder of Ringspun and Elvis Jesus, describes the company as being a firm move back to honouring independent retailers, only including brands that truly compliment one another. The General Store will provide a wide spectrum to consumers in terms of price and style. The idea is to create a shop that provides something for everyone - while tapping into the fact that for the fashion savvy market of 16-35 year olds - looking like everyone else is a fate worse than death!
The General Store has another unique selling point - opening in the esteemed Barton Arcade, a Grade II listed building on Deansgate - at the hub of the city's social scene.
The store will reflect the brands stocked. Its interior forms a T shape (cool, quirky T shirts are a mainstay), with installation elements such as changing rooms made from garden sheds and classical Georgian furniture torched and burned to a crisp.
At the same time the store will honour the history of the building that was created in 1850 - combining modern edge with a nod to the beauty of what is already there. The staff are not just 'anyone' either. Each member of staff is being trained to provide an expert knowledge of styling to every customer - yet again catering for style conscious Mancunians who want to look unique yet fashionable.
David Mallon, who started his own career in fashion selling funky rock T shirts in Manchester's own Affleck's Palace is leading the venture alongside co-owners Religion founder Darren Collins and former All Saints owner Stuart Trevor.
David (also owner of The Circle Club) says:
"The General Store marks a new era in fashion - combining brands we are all passionate about with a nod to Manchester and its unique sense of style. People are bored stupid with the same looks appearing everywhere. The truly stylish don't WANT to look like anyone else! One day we want to take The General Store to the other countries our brands have already made their mark in - but we will always stay true to each locality - style is about individuality and there is no better example of that than Manchester."
