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Sustainable and Ethical brands at the heart of London’s famous shopping district

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The 88 Regent Street pop-up edit for sustainability:

4649.REC joins a collective of 6 brands to champion alternative consumption on 88 Regent Street with a dedicated space for sustainability, ethical consumption and conscious fashion.


This area has always been the key place for any Japanese visitors and residents in the UK, and it is an honour to be taking part in this initiative. We are looking forward to connecting with a wider audience and showcase that we can look good while caring for people and the planet.”

Yumi Sakaki, The founder/designer of 4649.REC

Why Regent Street?

With its regal architecture and central placement in West London’s shopping district, Regent Street is one of the most famous shopping streets in London. Regent Street has been a significant landmark known for its impressive portfolio of designer brands and stores. The street is visited by approximately more than 7.5 million people a year. All wanting to shop and browse.

Here’s why the pop-up store on 88 Regent Street is vital to the revolution of ethical fashion. 1 Roof shared by 6 sustainable fashion brands is the beginning of a change. Imagine this: the pop-up store is a window of opportunity to veer into future consumption and envision the high street solely operating on independent and sustainable fashion wellness brands.

What we offer: On-site customisation

Meaningful, shared and reconnecting to our roots is what we at 4649.REC value. The store has tailored a personal and dedicated shopping experience giving the opportunity to explore our one-off pieces designed by 4649.REC. Not only that, but we also treasure the practice of upcycling and the spirit of mending to reinvent clothes for another cycle of use. Therefore, we have on-site customisation at our pop-up store. If you have clothes in need of a revamp, then you will definitely want to visit and consult with us. From previous customisation workshops with the Fashion District Festival, it is great fun interacting with people and a shared learning experience on how we consume. We invite all to come and learn about how we can practice sustainability in our daily lives.

What makes us special as a sustainability brand:

Everything is made from upcycled kimono and traditional Japanese garments. No two are the same and have their own distinct story. Just ask Yumi, our designer and creative director of 4649.REC.

It is imperative to come and explore as soon as possible as this collective of sustainable brands is here only until the 27th of October and you don’t want to miss the opportunity to connect with us.

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