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This Is The Uniform is a contemporary womenswear brand based in London. Conceptual in its design ethos, the brand explores cultural and social ideas, each collection aiming to draw upon our relationship with clothing and its power to unite and divide us. The brand explores the systems and rules of dress placing particular emphasis on ideas of stereotype, perception and context. Through the dissection and re-appropriation of cult image, super trends, urban tribes and subcultures, This Is The Uniform creates a new sense of belonging.

The brands initial collection launched what was to be the beginning of a strongly identifiable label with a slick, urban aesthetic that is highly regarded by industry professionals and customers alike. This Is The Uniform has shown at London, Paris and New York fashion week, supported by Fashion East, The British Fashion Council and MADE. The brand has been featured in key publications such as Dazed, Vogue, The New York Times, AnOther, i-D, Glamour, Cosmopolitan and ELLE, and worn by Solange, Ellie Goulding, Ray Blk, Dua Lipa, Olly of Years and Years, Shay Mitchell and Kelela.

This Is The Uniform is coming to Kingsland Road! Our new store will be opening on 12th May 2017, and we are opening our doors to our loyal customers, and inviting them to come and try on, style themselves, have a drink with head designer Jenna and her lovely team, and also learn new skills! As part of our pop up, we will be hosting a range of short workshops, introducing you to all things hand made, giving you a rare opportunity to create your very own piece of Uniform.

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