Hello! Rife Magazine ceased publishing new work in July 2022.

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The Rife Team

Behind The Seams: Shop Dutty


Grace knew very little about fashion so she spoke to team Shop Dutty to learn how they got started and what advice they have for young designers.

Going beyond designing, the pair has styled Emile Sande, Rudimental, Annie Mac…

Joh and Louisa are the co-directors of Shop Dutty, a brand that has grown from a vintage stall in St Nick’s market to a permanent fixture of the Stokes Croft landscape. They were the first vintage-based retailer to operate in that area since the wave of repurposing old clothes and fabric hit and now they stock 30 independent designers (most of whom are from Bristol), as well as their own labels (Butchi & GosMos and Diss Miss Designs). Going beyond designing, the pair has styled Emile Sande, Rudimental, Annie Mac, Toddla T and Bristol’s own Eva Lazarus and My Nu Leng.

As they undertake fundraising for their rebrand due to opposition from clothing company Massimo Dutti, I wanted to take them back to where they started and investigate what they’ve learned over the last ten years. They gave some unique and valuable advice for young designers who want to start their own lines.

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