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EDGY FASHION STORE WHITE DIRT OPENS IN RED LION YARD

WhiteDirt

White Dirt, a new edgy independent fashion boutique offering the best of fashion and creativity under one roof, is due to open soon in the recently refurbished Red Lion Yard in the heart of Colchester. The shop is currently being fitted out and it is hoped that the doors will open over the weekend (18 – 19 October).

The 305 sq ft store brings a strong line-up of fashion brands, many of which are completely new to Colchester, including Cheap Monday, Illustrated People, Serge DeNîmes and House of Sunny. A truly unique interior to the store fuses weathered wooden floors, exposed brickwork and a bare concrete ceiling with sleek, polished features. The whole vision behind the White Dirt concept, whether it is the brands stocked, the music played in store or the interior, is to merge different styles and materials, to make them work together.

White Dirt was founded by Loïs Mills and Will Randlesome, who met while studying at Nottingham Trent University in 2010. Randlesome, originally from Colchester, comes from a construction background, with a degree in quantity surveying and commercial construction management and Mills has a fashion background, with a degree in fashion, communication and promotion. The pair have years of experience in their specialist fields, but have dreamt of opening their own business since University. This is the couple’s first store but they plan to open more stores in London and the South East within the next five years.

Mills said: “We are extremely excited about opening our first store and pursuing our dream of running our own business. To open in Red Lion Yard was the perfect option for us, as we truly love the boutique feel the Yard offers – quite unlike any other part of Colchester. We feel that White Dirt’s quirky interior and individual offer fits perfectly with the interesting mixture of independent retailers Red Lion Yard has attracted since its recent refurbishment.”

Colchester-based Nicholas Percival is letting agent for the available units at Red Lion Yard.