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March 27

Future Athens: A Concept Store By Miista

By Ella Miista
Miista is launching its first pop-up in East London's finest fashion destination, Redchurch Street, on the 16th of April. Say what?! We're taking over 30A Redchurch Street in Shoreditch for a concept store revolving around our SS15 collection Future Athens. Future Athens is inspired by a world where female physical prowess is no longer taking the backseat and is celebrated as part of everyday life. Between the waves of intensity and delicacy, iridescent materials bring out playfulness. Light shimmers on knitted textures. Nets and mesh signal translucency and openness. We’ve combined both natural and man-made, taking from technology to augment our innate abilities. Comfort is a default setting. Velcro receives a Miista treatment. Neoprene is embossed for texture but also for voice – our heroines are loud. This is a collection for the fast, the agile and the gracious. It’s about experiencing the vastness of their own abilities. It’s about being unstoppable. In keeping with the collection, the store itself will be a light space with an athletic aesthetic. We'll also be thrilling you with an interactive experience, taking you on a race through East London without ever leaving the pop-up. The launch event takes place on Thursday the 16th of April - we'll be having drinks, mingling with friends old and new, and we would love to see you there. See full details here: Future Athens invite Come find us at 30A Redchurch Street, E2. We will be there until the 7th of June. Opening times: Monday-Wednesday 10-7 Thursday 10-8 Friday-Saturday 10-7 Sunday 11-5 Come along for the ride!
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