Trends fade, but denim is forever. No matter what the season, our love affair with denim continues, and with that there will always be room for new denim brands to emerge. Like Waven pronounced (wah-v u h n) founded in 2014 by Anika Islam. Very much like the Scandinavian design ethos, Waven holds a very pure simplicity with minimalist designs.
Tuesday evening saw the brand host the launch of their pop up store in Soho, considering this was their first time in a retail space they really drew in quite a crowd. You could feel the excitement in the air almost immediately, with groups of people filing out of the store and into the streets and the sounds of the DJ blasting out music as they sipped cold bottles of beer and glasses of Prosecco. Heading down a small spiral staircase into a quieter area of the store, was a man with a sewing machine and a table laden with various patches of material all ready for those who want to customise their jeans.
There is something for everyone as the brand consists of both Men’s and Womenswear, selling jeans, tops, t-shirts, shorts, jackets and more. So let your love affair with denim continue and head down to Waven’s pop up store now, open until June 10th. Don’t have time to see them in their pop up? Fear not. You can find Waven at Topman, ASOS, Urban Outfitters and all Selfridges stores.
3 D’Arblay Street, W1 8DH.
Written by and photography © Michaela Hoyte.