OUR FIRST LONDON STORE

CUBIC’s first London store found its home on Brick Lane — a street shaped by independent fashion, vintage culture, music, art and generations of communities from around the world.

When we began looking for our first physical space in London, we weren’t searching for a conventional high street. We wanted somewhere that felt closer to the way we see the city: layered, independent, creative and constantly evolving.

Brick Lane felt right.

Here, independent labels sit alongside vintage stores, record shops, cafés, markets and creative spaces. People come not simply to shop, but to wander, discover and find something unexpected.

That spirit became the starting point for CUBIC’s physical presence in London.

The story of 206–208 Brick Lane reaches further back. The building is owned by Muslim Care, a charitable organisation whose own story began on Brick Lane. In the early 1990s, Muslim Care operated a small charity shop here, selling garments donated by local businesses to help fund its work.

The organisation later acquired the property. Today, rental income from its Brick Lane property helps cover Muslim Care’s administrative and operating costs, allowing donations to go directly towards its charitable initiatives.

There is an unexpected continuity in that history that we value: clothing, independent enterprise and community have long been part of this address.

Today, CUBIC adds another chapter.

Brick Lane is where CUBIC began meeting London in real life.

Alongside our collections, the store has gradually become a place for conversations, seasonal projects, music, coffee and gatherings with the people around us. It gives us a way to understand the city beyond data or screens — through what people pick up, try on, return to, talk about and wear in their everyday lives. 

For CUBIC, Brick Lane is not simply our first London store.

It is where our London story began.