Reign Wear

A favourite among Soho’s media types, this Berwick Street store is well stocked with unique buys. The owners head to Austria, Germany and Italy (among other European countries) to source apparel, so items have a fresh feel compared to vintage dens that rely on American and British secondhand. There’s also real attention to detail when it comes to arranging stock: items that work well together are paired on rails, and clothing is largely colour-coordinated – it makes the process of fashioning a complete outfit almost effortless. Prices are fair given the central London location, and you could walk away with a striking Nordic wool cardie for £30.