Boxpark’s flagship units, formerly occupied by Nike, have been taken over by indie brand The Brokedown Palace; a new breed of urban outdoors store.
Founded by Dee Dee O’Connell and Ian White in 2012, the brand began as an e-commerce store based in a wooden cabin in their garden on the banks of the River Lea in Hackney, supplying stylish and ethical outdoor clothing and accessories with a focus on heritage lines.
In November 2013 The Brokedown Palace opened their first physical shop at Boxpark, and when their one-container store became too small for their growing selection of brands they expanded to the five-unit store.
Their logo, an image of the cabin they started out in, represents the desire for escapism often felt by city dwellers. This same feeling can be felt throughout their shop at Boxpark, an “urban campsite” set in East London.
Recognising The Brokedown Palace customer enjoys shopping in the city as much as they do hiking in the mountains, Dee Dee and Ian wanted to provide gear that does it all. Think mountain-chic plaid, waxed canvas jackets, heritage backpacks and old fashioned camping accessories.
Their impressive brand list includes Fjällräven, the Swedish brand known for their iconic Kanken backpack – which takes up an entire wall of the store in every conceivable colour. The American north west is represented by Pendleton, Poler Stuff and Filson. Ethical Californian outdoors brand Patagonia is a recent addition, and fits the concept perfectly.
Also stocked are Australian surf/motorbike brand Deus Ex Machina, Bellroy wallets also from Australia, Makia Clothing hailing from Helsinki, and Stance the cult sock brand from LA.