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The White Room Boutique – The Future Of Fashion Retail?

The White Room Boutique – The Future Of Fashion Retail?

he White Room, FashionBite

The White Room is a new independent fashion boutique set up in Crofton Park, about a 10 minute walk from Brockley station in South East London. Its owner Nicky Cook has worked in the fashion business for over a decade, designing for the likes of ASOS and most of the major high street retailers over the years, but decided to branch out and set-up her own business at the end of last year, in the community where she grew up.

What’s different about The White Room is Nicky’s desire to create a collaborative fashion space, where people can network and share ideas – as well as shop for fashion of course. Nicky wants to help encourage people to try out some of the traditional sewing and pattern cutting techniques and also help people with up-cycling their current wardrobes.

The White Room, FashionBite 2

The shop stocks Nicky’s own label, NC23, which I would say look-wise is along the lines of Warehouse, Reiss and Ted Baker – with price points to match. However, it also offers a whole lot more, as out the back is a big space where Nicky holds fashion workshops, talks, sewing classes and is generally a drop-in point for anyone in the area with a creative spirit and an interest in fashion.

Brockley and the South East is known as a centre of creativity, with the likes of Goldsmith’s and Camberwell on its doorsteps, and Nicky’s aim to launch a fashion hub is right on the button in terms of where it’s at. Traditional bricks and mortar retailers need to be thinking about ways to entice people in store and Nicky is really setting herself apart by offering something else to her customers, which they can’t get online.


Sewing cafes, FashionBite

The White Room has a Sewing Café on Friday and Saturday afternoons, where people can bring in unfinished projects, start new ones or simply have a catch-up with friends over some afternoon crafts. She also offers workshops with some fantastic teachers, such as milliner Mary Jane Baxter, who is holding a Hat Workshop in the next month. Her hats have been featured in the likes of Vogue and her talks at the V&A are a regular sell-out. Find out more about the upcoming White Room workshops HERE.

I attended a 2 hour workshop to make a Tote bag recently and have documented by progress below…

Sewing my pattern on the front on the Tote fabric…

The White Room, FashionBite

Laying out the pieces of fabric to sew together…

The White Room, FashionBite

My final Tote…not bad for an (almost) beginner!

The White Room, FashionBite

Visit to discover more.

Emily @FashionBite xx

Emily Seares is an award-winning magazine editor and journalist and the founding editor of FashionBite. She was featured in VOGUE's Digital Powerlist Top 100 and is a quoted style expert for most national newspapers and magazines.

Comments (2)

  • Sounds like a really fab place. Great that people are opening up stores still. It’s nice that she is creating an offline community!

    • Mary

      Amazing! Artistic people will find exactly what they are looking for at the White Room.

      This is the future!


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