Blessed & Cursed opens Notting Hill, London pop-up
today Oct 17, 2017
Luxury denim brand Blessed & Cursed has unveiled a pop-up store in London’s Notting Hill that will be open until November 3.
The brand is a celebrity favourite with Rihanna and Fergie both having helped to raise its profile and has been a fixture in Germany for the past decade. Its new London location is offering limited edition pieces of its high-end denim.
But what’s also interesting about the pop-up is the focus the brand is putting on the materials that are being used. The modern high-end denim sector is as much a story of the advanced properties and eco-friendliness of the denim itself as it is of the styles that are created.
Blessed & Cursed said the products in the new pop-up have been made using materials from major denim producer ISKO.
The brand said that it worked with the manufacturer’s Italy-based Creative Room design and style research division with the resulting product made with several advanced-tech materials.
Some use the firm’s Pop fabric that claims to have “permanent brightness and soft hand-feel touch”. The company said it needs no additional softener or chemicals to get a “glamorous shiny satin-like effect” and is "proof of responsible innovation too, demanding less water and electricity” to be store-ready, thus reducing its eco footprint.
The company is also using the its Recall fabrics that means jeans go back to their correct shape after being worn without having to be washed.
Blessed & Cursed founder and creative chief Nicola Eibich said the UK pop-up is part of the company’s plan “to take the brand global and added that by focusing on “a state-of-the-art design and cutting-edge denim fabrics, our approach is to turn ordinary into extraordinary.”
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