Although the Herefordshire-based label usually retails online, come the colder months, it becomes a winter-woollies-on-wheels wonder, with founder Amy Twigger-Holroyd offering a selection of her cute, whimsical jumpers, scarves and accessories spun from organic and local yarns at pit-stops across the country.
Initially a one-off event held at Clerkenwell in June, Twigger-Holroyd found her pop-up store was the perfect opportunity to showcase her clothes, whilst meeting her customers. Such was its success that this autumn, three more pop-up shops are planned.
"It's a lot of fun to pitch up in a new city for a few days, both to sell and to let people know about our website, where the collection is available all year round. We're already planning more dates for next year - in cities around the UK, Dublin, and at a few summer festivals", said Twigger-Holroyd.
Keep & Share is not alone in its use of pop-up retailing; some famous names in the fashion world have been adopting its nomadic vibe and setting up temporary shops usually for weeks, sometimes months, across the capital.
During London Fashion Week, luxury accessories label Mulberry set up shop in Notting Hill's Westbourne Grove for three weeks to celebrate eccentric artist Julie Verhoeven’s quirky designs for them, with rocker Beth Ditto from the Gossip paying a visit.
Sadie Frost and Jemima French, the duo behind edgy clothes label FrostFrench, who opened their first stand-alone store in Islington in September, are launching two pop-up stores in London this weekend at Burlington Arcade and Foubert’s Place which will stock the entire collection and remain in place until February at least, in response to customer demand.
Keep & Share’s pop-up shop won’t, unfortunately, be residing for so long. Having just showed in Hereford last week, it will be heading for flying visits to Nottingham between 14 – 18 November, and lastly London between 23 – 24 November; catch it before it goes. www.keepandshare.co.uk . PL