Rejina Pyo has recently opened its flagship store in London, in the vibrant Soho area.

Rejina Pyo store, London
Photo: Rejina Pyo
Rejina Pyo store, London
The store features the brand’s ready-to-wear, bags, accessories and footwear collections, and it also offers exclusive styles and a series of homeware and lifestyle products to in-store customers.

 




Collaborating with local artists and makers, Rejina Pyo has designed bespoke fittings and furniture to fill the space with uniquely crafted features. Wrought iron rails are held together by abstract sculptures of the human form, while a mirror with hand molded metal surround hangs on the wall outside the fitting rooms, which are draped in linen adorned with Rejina Pyo buttons, fabrics and curiosities.

Rejina Pyo
Photo: Rejina Pyo
Rejina Pyo
The inviting space is full of raw textures and warm tones, playing the perfect host to the colorful pieces on display. Like the collections themselves, the store is a balance of London and Seoul sensibilities, designed to evoke the past and the present, style and comfort.





"I started Rejina Pyo to not only make clothes that I wanted to wear but to dress my friends and the inspiring women around me. It is the everyday elements of real life that I am really inspired by. This store is an opportunity to interact with our community directly, to share more than the finished products by creating a world full of interesting curiosities," said the brand's founder.

 



"I want it to be the type of place you want to tell your friends about, a destination when travelling through London, where you can talk to our team and create lasting memories. This store will be a place where we host events and exhibitions and ultimately connect with you,” she added.

Rejina Pyo store, London
Photo: Rejina Pyo
Rejina Pyo store, London
Alongside the latest Rejina Pyo pieces, the Soho store will open with a curated collection of art and design books from Claire de Rouen. Over the coming year, the store will be home to a series of various collaborations, product launches and events that will welcome and host the brand's growing community.

 



Rejina Pyo is a woman's fashion brand based in London built upon a philosophy that explores dressing as an everyday phenomenon, both mundane and extraordinary. Wanting to contribute something special to this daily ritual, its vision is to create quality modern, wearable pieces.





The brand offers new products every week, despite it is not concerned with promoting quick or short-term trends. Instead, it is focused on building long-term relationships and evolving with its consumers over time.




Rejina Pyo works with manufacturers and suppliers who share its same values and treat their workers fairly and with respect. It works and builds strong relationships with its factories and suppliers in Europe and South Korea, it visits regularly to maintain our confidence in their work practices and manufacturing quality.

Rejina Pyo store, London
Photo: Rejina Pyo
Rejina Pyo store, London
Its manufacturing partners are required to sign its Supplier Code of Conduct which outlines the ethical and environmental standards it expects to be upheld throughout the supply chain.




The collection is made according to responsible criteria that include the use of luxury materials like wool, alpaca, silk and leather chosen with the aim to offer quality and long-lasting products that require very little water and energy for their production.



Whilst it is not a vegetarian brand, it is committed to upholding the best animal welfare standards. Therefore, it doesn't use fur, exotic skins, angora, down or feathers that are not certified by the Responsible Down Standard or Traceable Down Standard and Merino wool that is not certified mulesing-free.

Rejina Pyo store, London
Photo: Rejina Pyo
Rejina Pyo store, London
For every product, it offers it carefully considers the aesthetic, quality, functionality and sustainability attributes of the materials it sources, and chooses its suppliers in order that they can support its goal to source and develop environmentally preferred materials which include GOTS certified organic cotton linen and silk, recycled cotton, hemp, recycled cashmere certified by GRS, recycled wool, wool certified by the Responsible Wool Standard, alpaca which is traced back to the farm, Lenzing Tencel and Lyocell and Naia.

 



It doesn't use acrylic fur, PVC, Perfluorinated Compounds coatings, often used in some waterproof coatings though harmful as they contaminate waterways, and sandblasting treatments that are sometimes used in denim treatment despite they are hazardous to human health.

Rejina Pyo store, London
Photo: Rejina Pyo
Rejina Pyo store, London
The company sources materials that are Oeko-Tex 100 certified wherever possible. All of its prints are screen printed with water-based inks, which represent a lower impact alternative to conventional plastisol inks. It also carries out tests on materials and finishings to ensure they meet the chemical standards outlined in its Code of Conduct. 

 

 



REJINA PYO
37 Upper James St, London W1F 9DG
London
UK




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