The Laden Showroom

By Shakila Rajendra

Walking down Brick Lane on a Sunday afternoon one might get confronted by an onslaught of the types we tend to associate with the word ‘trendy’. Not that these individuals are want of being type-cast or described within the confines of a word. ‘Trendy’ however, isn’t a word to be taken lightly and those who find themselves clambering around its confines are left with handling its very precarious nature of being a virtual oxymoron while paying the high price of dressing up well.


Speaking of paying for straying (from stereotypes), while browsing around mothball, musty smelling piles of so-called Vintage that could’ve in fact be found in a grandaunts closet had we realised the true potential of nylon and polyester, you might find yourself wondering 2 things: Why (if there’s an actual street called Fashion Street up the road) you’re looking through a rack of someone else’s discards instead of something truly original, and more importantly, why these clothes cost more than your monthly pay cheque would allow.

If these questions pop up in your mind then you might want to wander further down the road and on to the pink lettered doorstep of The Laden Showroom.
Barry Laden started the Laden Showroom in 1999 in a true show of sibling affection because of his sister Adele, a fledgling designer. Like many designers she had a market stall in Camden but dreamed of having her creations in a shop. ‘Adele really wanted to have her own shop and she wanted to be in Brick Lane which she believed (rightly!) was up and coming at the time. I did some research and realised that loads of designers with lots of talent were out there, but few had any business experience and therefore it was impossible for them to get their own shops. The Laden Showroom was created so that lots of designers could be under one roof to show and sell to the public’, explains Barry. Designers renting space leave the competent Barry Laden to handle business while they focus their talents on what they’re good at.

Sticking to what they’re good at seems to be working out well for the siblings as the showroom now commands the attention of ‘trendy royalty’, that of celebrity. To name drop but a few, Sophie Ellis-Bextor, Noel Gallagher and Victoria Beckham have been seen perusing the showroom.

With famous faces appearing it’s safe to say success has been sniffing at the showroom’s doorstep. ‘I remember when we started inside this huge empty shell with no designers and wondering what would happen. Gradually we grew and had an office in the back half of the shop. After a couple of years there was such a demand for space that the office moved out to a building opposite and all the spaces were filled with designers’. True to form, The Laden Showroom has been given mention in various magazines and television across the UK and internationally. It’s been so popular that they no longer have to source designers and have a waiting list of fashion talent eager to rent a space.

One must think, with a showroom full of original designs, celebrities popping in and international recognition, prices would stretch the average Brick Lane pocket but heave a sigh of relief. Being wholly committed to designers and against what’s known as ‘Rip Off Britain’, The Laden Showroom retains price tags that won’t make the average buyer gawk. Skirts can range between £20-£55, tops are £15-£40 and tee shirts average £20-25. What’s more, the showroom is open 7 days a week. Well worth a look in on your Sunday afternoon. It is bound to counter those bouts of cynicism on that sticky subject of originality not to mention satiating anyone with a real need to satisfy their sense of trend.