Retail rebels: What are the best independent boutiques in London?

Beyond London’s stiff upper lip is a hidden realm of fashion that’s cheekier than you might expect. Forget about the cookie-cutter looks and high-street monotony – the boutiques of this realm offer something different.

You won’t find any “one size fits all” nonsense here – it’s all about celebrating your individuality with clothes that scream, “This is me, darling!”

Want to know more? Fasten your seatbelts and get ready for a fashion escapade that will redefine your shopping experience forever!


Media from goodhood

Location: 151 Curtain Rd, Hackney, London EC2A 3QE, United Kingdom

Contact: +44 20 7729 3600


Goodhood has mastered the art of curating a selection of goodies that will make any style maven drool with envy. From cutting-edge streetwear to sophisticated high-end pieces, this boutique caters to all fashion tastes. 

But it’s not just about the clothes, folks. Goodhood is a haven for all things trendy, artsy, and eclectic. Picture this: unique home decor, quirky accessories, and statement-making trinkets that will elevate your personal style and your living space. 


Media from aimelondon

Location: 32 Ledbury Rd, Notting Hill, London W11 2AB, United Kingdom

Contact: +44 20 7229 7075


First things first, let’s talk about Aime’s selection – it’s like a carefully curated collection of fashion dreams come true. From avant-garde designs that push boundaries to timeless classics with a modern twist, Aime has it all. 

They’ve an eye for fashion that’s sharper than a stiletto heel, and trust us, you won’t be able to resist falling in love with every single garment they’ve handpicked.

But what sets Aime apart from the crowd is their dedication to sustainability and ethical fashion. They’re not just in it for the glitz and glamour, they’re on a mission to make the world a better-dressed and more conscious place. 

Labour and Wait

Media from labourandwait

Location: 85 Redchurch St, Shoreditch, London E2 7DJ, United Kingdom

Contact: +44 20 7729 6253


Let’s start with the basics – Labour and Wait is not your run-of-the-mill boutique, it’s a delightful homage to all things retro and oh-so-chic. Imagine stepping into a charming time capsule where classic designs meet contemporary sensibilities. 

From enamelware that would make your grandma swoon with nostalgia to stationery that screams “Write your heart out”, this boutique has it all!

Now, the magic ingredient that sets Labour and Wait apart is their love affair with simplicity and function. So, whether you’re shopping for kitchenware that doubles as display pieces or hardwearing workwear that are as stylish as it is practical, you’re in for a treat.

Pop London

Media from poplondonboutique

Location: 43 Ebury Bridge Rd, London SW1W 8DX, United Kingdom

Contact:  [email protected] 


Pop London is a true champion of individuality and self-expression. They don’t believe in following the herd, they’re all about embracing your unique style and flaunting it like a badge of honour. 

So, whether you’re a fashion daredevil or a classic chic connoisseur, Pop London has got your back – and your wardrobe!

But hold up, fashion fans! It’s not just about the clothes, Pop London is a destination for all things fabulous. From jaw-dropping accessories that take your outfit from zero to hero to home decor that turns your living space into an Instagrammable dream, they’ve got it all. 

Colibri Boutique

Media from colibrifashion

Location: 113 Upper St, London N1 1QN, United Kingdom

Contact: You may contact them here


You won’t find cliché pieces here. Instead, you’ll be treated to a carefully curated collection of high-end, unique, and on-trend items that are sure to make heads turn. After all, who wants to blend in with the crowd when you can stand out like a fashion goddess?

And here’s the icing on the cake: they’re champions of local talent! Colibri proudly supports independent designers and artisans. 

Talk about a win-win! You get to strut your stuff in unique pieces, all while supporting the creative minds behind them.

69b Boutique Sustainable Style

Media from 69bboutique 

Location: 69b Broadway Market, London E8 4PH, United Kingdom

Contact: +44 20 7682 0506


Sustainability is the name of the game at 69b Boutique. Say goodbye to fast fashion and hello to a thoughtfully curated collection of eco-friendly, ethical, and socially responsible fashion picks. 

From chic organic cotton tees to upcycled designer pieces, this boutique has all the environmentally-conscious goodies your heart desires. Who said you can’t be both stylish and sustainable?

At 69b Boutique, it’s not just about selling clothes, it’s a community of like-minded souls united by a passion for sustainable living. They host workshops, events, and talks on all things eco-fashion and ethical living. 

The Mercantile London

Media from mercantilelondon

Location: 17A Lamb St, London E1 6EA, United Kingdom

Contact: +44 20 7377 8926


The Mercantile London is like a carefully curated fashion wonderland, where every piece is handpicked with love and an eye for style. 

From trendy dresses that will make you feel like a runway diva to accessories that add that perfect finishing touch, their collection is nothing short of swoon-worthy. Trust me, you’ll leave with an outfit that’s so chic, even the fashion deities will be jealous!

Plus, The Mercantile London is a fierce supporter of independent designers and local talent. Say goodbye to mass-produced mediocrity and hello to one-of-a-kind pieces that will make you stand out like a style trailblazer. 

D.A.Y Boutique

Media from d.a.y_boutique

Location: 143 Bellenden Rd, London SE15 4DH, United Kingdom

Contact: +44 7415 402436


D.A.Y Boutique has the kind of collection that makes fashionistas weak at the knees. From chic dresses that’ll make you the talk of the town to trendy accessories that’ll elevate your style game to the next level, this place is a treasure trove of sartorial delights. 

Now, let’s talk ambience, shall we? Picture this: a chic, Instagram-worthy haven that’s practically begging you to strike a pose. The boutique’s interior is a blend of elegance and modern charm, creating the perfect backdrop for your shopping adventures. 

Wild Swans

Media from wildswansfashion

Location: Islington Square, 129F Upper St, London N1 1QP, United Kingdom

Contact: +44 20 7354 8681


Wild Swans is the epitome of indie spirit, embracing up-and-coming designers and celebrating independent brands. Who doesn’t love the thrill of discovering a hidden gem? 

You’ll find pieces that speak to your soul and let you express your unique personality without falling into the fast-fashion frenzy. ​​From avant-garde silhouettes to unexpected colour combinations, this boutique encourages you to be unapologetically you.

The Cross

Media from thecrossshop

Location: 141 Portland Rd, London W11 4LR, United Kingdom

Contact: +44 20 7727 6760 


You know that friend who always knows what’s hot and what’s not? Well, consider The Cross London your new bestie in the world of fashion. This gem of a boutique handpicks its collection with the precision of a master chef preparing a Michelin-star meal. 

Expect only the crème de la crème of fashion pieces lining the racks. They’ve got an uncanny ability to mix the latest trends with timeless classics, making sure there’s something for everyone, no matter their style.

Roullier White

Media from roullierwhite 

Location: 125 Lordship Ln, London SE22 8HU, United Kingdom

Contact: +44 20 8693 5150


Roullier White has curated a collection that’s so swoon-worthy it’s practically a love letter to fashion itself. Whether you’re hunting for a fragrance that’ll make heads turn or searching for the perfect statement piece to turn your outfit from “meh” to “OMG”, this boutique has you covered. 

No fashion faux-pas here, honey, only top-notch goodies that’ll make you feel like a style superstar. But here’s the real kicker: the customer service. No snooty salespeople here, mate! 

Luna & Curious

Media from lunaandcurious

Location: 24-26 Calvert Ave, London E2 7JP, United Kingdom

Contact: +44 20 3222 0034


You’re strolling down the cobbled streets of East London, and suddenly, your eyes lock onto a window display that oozes creativity and uniqueness. Welcome to Luna & Curious, a boutique that stands tall among the crowd, marching to the beat of its own fashion-forward drum!

Each piece here comes with its own narrative, weaving a tale that connects the maker to the wearer. You won’t just be buying clothes: you’ll be carrying a piece of art and craftsmanship with you, sparking conversations and envy along the way.


Media from ilovelowie

Location: 18 Half Moon Ln, London SE24 9HU, United Kingdom

Contact: +44 20 7733 0040


Tired of seeing the same mass-produced clothes on every corner? Lowie is here to rescue you from fashion monotony! Their collection boasts a delightful array of handcrafted pieces that are as one-of-a-kind as you are.

And who said classics have to be boring? Lowie effortlessly infuses timeless elegance with a playful twist. Whether it’s a vintage-inspired dress or a quirky accessory, you’ll find yourself falling head over heels for their unique take on traditional styles.


Media from alkemistore

Location: 62 Nunhead Ln, London SE15 3QE, United Kingdom

Contact: +44 20 7635 7109


If you want to stand out from the fashion herd, Alkemi is your secret weapon! They pride themselves on offering exclusive pieces that you won’t find anywhere else. 

Here, you’re in for a botanical treat! Alkemi showcases the mesmerizing herbariums by Korean design studio Style Jieum – plants in glass vessels, preserved in solution. Talk about fashion meeting nature in the most magical way!


Media from aidashoreditch

Location: 133 Shoreditch High St, London E1 6JE, United Kingdom

Contact: +44 20 7739 2811


Aida does it all – and we mean all! From menswear to womenswear, childrenswear to footwear, and not forgetting accessories and homeware, this fashion haven is a treasure trove of delights. 

You can literally find something for everyone in the family, from the little ones to your house.

But that’s not all! Did we mention that Aida also brews a mean cup of coffee? Oh yes, you can sip on a delicious cup of joe while you indulge in a fashion-filled shopping spree. It’s the perfect recipe for a fabulous day out!

Indian Summer

Media from indiansummerlondon

Location: 624C Fulham Rd., London SW6 5RS, United Kingdom

Contact: +44 20 7731 8234


Indian Summer is a fashionista’s paradise located in the trendy Shoreditch area of London. It’s been making waves in the fashion scene since 2010 and for good reason. 

This boutique offers a unique and bohemian-inspired collection of clothing, accessories, and jewellery that will have you feeling like a Bollywood star.

But Indian Summer isn’t just a pretty face. This boutique takes sustainability seriously, offering only eco-friendly and ethically-made products. From organic cotton to biodegradable fabrics, Indian Summer proves that fashion can be both stylish and conscious.


Media from triangle_store_london

Location: 81 Chatsworth Rd, Lower Clapton, London E5 0LH, United Kingdom

Contact: [email protected]


Triangle store is a hidden gem in the heart of Clapton, London that’s making waves in the sustainable fashion scene. The owner’s love for sustainable fashion and artisanal products is reflected in every corner of the store, from the clothing to the homeware selection.

The boutique’s aesthetic is a fusion of Scandinavian minimalism and bohemian chic, featuring a range of clothing and accessories from independent designers and ethical brands.

Form SE15

Media from formse15 

Location: 186 Bellenden Rd, London SE15 4BW, United Kingdom

Contact: +44 20 7635 9359


Founded in 2016, Form SE15 is all about celebrating individuality, creativity, and ethical fashion. The boutique offers a unique selection of clothing, accessories, and lifestyle products that are sourced from independent designers across the globe.

From bold prints and vibrant colours to minimalist designs, Form SE15 has something for every taste. Plus, Form SE15’s interior is just as unique and eclectic as its fashion offerings, with a bright and colourful aesthetic that reflects the energy and diversity of Peckham. 

Hub Shop

Media from hubshop_online

Location: 49 Stoke Newington Church St, London N16 0AR, United Kingdom

Contact: +44 20 7254 4494


Whether you’re a fan of classic Levi’s jeans or contemporary Ganni dresses, Hub Shop has you covered. The boutique offers a carefully curated selection of women’s clothing and accessories from both British and international brands, so you’re sure to find something that fits you.

But the real star of the show? Hub Shop’s own in-house label, Allsea, launched in autumn 2021. Made in London’s Blackhorse Lane Ateliers, Allsea garments are designed to be both stylish and ethical, with the label committed to sustainability.

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