Since opening doors 10 years ago, Goodhood has become one of Londons most influential lifestyle stores. Placed in East London’s Shoreditch, the store started off with menswear at its heart - curating lines of Japanese and Scandinavian designers. Driven by finding ‘well-made or well-designed’ products Goodhood expanded out to womenswear and home-wear.
Celebrating 10 years of independent business, the founders Jo and Kyle have a number of special projects and collaborations in the line. We caught up with Kyle to talk about the past 10 years, being good neighbours and avoiding hype.
Let's start at the beginning, what was the vision for Goodhood?
My partner and I were working in corporate jobs and pretty bored, it seemed like we were wasting our lives. So we hatched a plan to open a shop in London and just see where it goes.
Just to do something we believed in - the original vision was to have an independent store that sold independent brands, making decisions from the love of good products.
Goodhood prides itself on the community, what does being good neighbours mean to you?
So we live in the area, it’s a place that a lot of people had moved to and we want to serve the old and new community.
About 10 years ago when we were getting started Monocle (Magazine) had begun and they were promoting the idea of local businesses. That idea of a community and ecosystem of good quality produce really inspired us.
What does it mean to be a good neighbour?
To be invested in the area. We care about the culture, supporting businesses and aim to do the right thing. Contributing consciously to the community, we live here so we really care about it.
I think its demonstrated in the product mix, yes we sell some very special (and expensive) items, but also offer more affordable options.
Have you seen any brands grow since you have started working with them?
Defiantly, Norse Projects.
We started stocking Norse when it was just caps and T-shirts, now as you know what they’ve done is incredible and huge. They are friends of ours and it’s been fascinating to watch such a strong consistently good brand grow.
Any advice for upcoming brands that are looking to get stocked in store?
Haha.. yes.
You’ve got to approach people in the right way. A lot of it is about social skills and being able to speak to people engaging them in an idea.
It always strikes me in the fashion world how many salespeople I deal with that are socially awkward. Being honest, friendly and real - people respond to that.
There are lots of other things you can do to make it simpler. For instance, sending a PDF instead of an external download link. I love to see a clean image and brand bio - just make it easy!
Goodhood manages to keep an anti-hype vibe despite stocking some of the most in-demand brands - how have you achieved this?
Naturally, I feel we gravitate away from overly hyped things.
It’s also through the personality of our team and store staff. They’re all pretty cool, stylish and have their own interests.
We want to cultivate the aesthetic of the things designers look at. So for us its more important to have a good range of mohair knits for instance, and getting those ranges planned out right. Rather than stocking a certain thing that is overhyped.
Who are some of your style Icons?
All the anti-heroes of the past... I’d say from the culture of music art and film, rather than directly designers.
Kurt Cobain, Wu Tang, Beastie Boys - it's that rebel energy without defining it.
Music plays a very important part of the store experience - who have you been listening to recently?
The Twin Peaks soundtrack, random Oasis, The Cure, Nirvana. I’m also very into Psych-Rock, Doom-Metal… I got the new Slayer album. The music is very important for us in the store, we have the “Good Vibes” mixes that are great.
Where did the idea of combining Japanese craft and Scandinavian design come from?
I’ve never thought about where we did that first, it’s just two places that we love and they both have a massive legacy of design.
We probably just go travelling there quite a bit and we see things we pick up. Tokyo is defiantly the best place to go shopping - it’s on a level to anywhere else in the world.
If Tokyo didn’t exist Goodhood would never have started. Independent retail is celebrated out there, people just buy random stuff!
What’s your buying advice?
Look for something special and just buy what you like... I just go along the rails, find what I want and try it on.
Going to the store to buy something is different than when I go to the store to work. It’s always interesting because when I go in as a buyer, I always pull things I had never noticed such as a knitted jumper from YMC or some Our Legacy, instead of a statement piece such as Wacko Maria.
How are you celebrating 10 years of Goodhood?
We’re going to do a party in London next year.
There’s also a Neighbourhood collab jacket that just dropped. There will be Dr. Martens the weekend after that and more to come in the run-up to the new year… a lot of cool things.
What legacy do you want to leave for London?
To prove it’s still possible for people to break off and do some rad shit… with some proper graft!
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If you're in London, make sure to head down to the store out at: 151 Curtain Rd, London EC2A 3QE, United Kingdom.
Alternatively, check out their webstore.
