Street Virus and James Plumb work on Hostem shop

US-based consultancy Street Virus is creating the website for a new menswear store in east London, which was designed by nascent consultancy James Plumb. The website will feature an e-store and a blog, with video content set to be introduced after its launch.

Based in Shoreditch, Hostem offers street fashion and luxury pieces by fashion designers including Ann Demeulemeester and Rick Owens. This is James Plumb’s first commercial project since founders Hannah Plumb and James Russell launched the furniture, sculpture and interiors consultancy at this year’s Milan furniture fair.

Hostem owner James Brown awarded the retail consultancy the contract after seeing Plumb and Russell’s home and studio. The artefacts on show there include a lamp made out of a vintage roller skate and antique bird cages.

He tasked the pair with creating something that was ‘nothing short of unique’, according to a statement from Hostem. James Plumb responded by reworking antique and reclaimed pieces from skips and car-boot sales.

‘We’d just started the job and arrived carrying a church pew covered in rotten leaves, which raised a few eyebrows,’ says Plumb. The pew is  now the shop’s front desk.

The three-room store features wooden floorboards, hessian wall coverings, cement plinths for displaying trainers, artworks by Huw Griffiths, a chandelier made from vintage lampshades and sculptures made from railway conductor bags. Customers can angle US Trouble Lights to examine the clothes more closely. ‘We wanted Hostem to have depth and detail,’ says Russell.

The website will reflect this aesthetic with a ‘simple, beautiful look that is not too luxurious-looking but instead communicates authenticity’, according to a Hostem spokesman.

James Plumb also brought on board designer and metalworker Alex Pole to create clothing rails and designer Beata Barton Chapelle to make the store’s linen curtains.

The Hostem website launches in ten days.

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