Emin + Paul

Emin and Paul is a London-based fashion brand that epitomizes effortless style and high-quality craftsmanship. Founded in 2010 by designers Emin Young and Paul Kim, the brand has established itself as a British fashion label known for its contemporary and clever-cut collections that magnify feminine flair and femininity. The founders, who met while studying at art school, have set out to emphasize the beauty of women and highlight femininity with deliberate details. Their aim is to create garments that are perfectly balanced in an attentive and fully justified way.

Starting with bold and bright designs, Emin and Paul soften their approach through careful color choices, cuts, and cloth selection. Each detail in their garments has substance and meaning, ensuring that nothing is forgotten and everything is considered. Emin, with her background in womenswear design in London, was drawn to the beauty of femininity, while Paul's bold, sculptural artworks captivated her. Their contrasting philosophies have strongly influenced the brand's direction.

The brand's presence in the marketplace is bolstered by brilliant store locations with secure long leases and protected intellectual property. Their first shop is situated in Coal Drops Yard, near King's Cross St Pancras International station in London. This area, known for its Victorian heritage and innovative architectural developments, has been transformed into a shopping complex that attracts both locals and visitors. It houses an eclectic mix of established brands and small independent boutiques, along with bustling eateries.

Emin and Paul's second shop is located in Covent Garden, the heart of London, which is a major tourist attraction. The area is known for its lively piazza, craft stalls, street performers, luxury fashion and beauty stores, award-winning restaurants, and theaters. The vibrant atmosphere and energy of Covent Garden make it an unbeatable location for the brand.

Their Soho store is in one of London's most vibrant areas, known for its nightlife, shopping, and restaurants. Soho is a top destination for theater and live music, with bookshops, bakeries, and art galleries adding to its diverse cultural landscape. Nearby hot spots include Ronnie Scotts, Kingly Court, and Carnaby Street, which are known for celebrating festivals and special events with decorations and lights that add to the area's festive feel.

In summary, Emin and Paul is a brand that stands out for its distinctive style, quality, and attention to detail. With a strong foundation in London's fashion scene and stores in key locations, the brand continues to grow and attract a discerning clientele that appreciates its unique approach to womenswear.