Pop-Up: The Hippie Shake
— 6 Jul 2021, 10:28 by Daniel Dear
We are delighted to welcome The Hippie Shake to unit 15 for a week-long pop-up at BOXPARK Shoreditch.
Inspired by eras such as Bowie, Stevie Nicks & Hendrix, The Hippie Shake create & curate 60s & 70s handpicked vintage gems alongside their own vintage inspired collections.
We caught up with the team to find out more...
Tell us about yourself...
The Hippie Shake was born in London from humble beginnings with just two things, a predilection for capturing the feeling of warm reminiscence and 70s nostalgia. Starting off as a vintage outlet by Naomi and Ben, their love for all things 70s and vintage evolved into a desire to finally create their own collections and produce living, breathing, wearable art.
Treasure hunters at heart, their penchant for Penny lane, vintage gems and magical memorabilia took them all the way to India - one key source of inspiration from the fashion houses of the 60s and 70s. As the Beatles drew inspiration for their 1966 album Revolver, India became a cornerstone of creativity for The Hippie Shake.
From sitars to stratocasters, they soon found themselves in America. For 3 months the pair voyaged across the land of the free. Venturing to Austin, Nashville and San Francisco, the two found sanctuary in the seams of preloved gems. Dressed to be uncommon, daring to be loud and born to be wild, they never shied away from clashing prints. As Hendrix famously pioneered the flamboyant ‘mix & match’ styling, the Hippie duo too would experiment with garments and refuse to conform to uniformity. Driven by the love of intricate embroidery and the spirit of enquiry, their travelling hearts banded together to create their very own El Dorado.
It was then that the stars aligned in a serendipitous meeting in Woodstock, New York with designer Erin Cadigan that the path became clear. In a 70s inspired hotel owned by Erin, the pair were surrounded with spectacular designs. Almost everything in the hotel from wallpaper to bedding and curtains were the brainchild of Erin. The pair seamingly smitten, fell in love with her dauntless designs - and the rest is history. Capturing twin agents of creative expression, the music and fashion of Woodstock, the three came together to produce prints which were an ode to the Hippie movement and 60s and 70s counterculture. In this moment, in perfect symbiosis, The Hippie Shake came to life. To this day, The Hippie Shake believes that ultimately, music is the voice of fashion.
Not long after its birth in 2015, the couple decided to create collections with their closely followed ‘slow fashion’ ethos. With fast fashion on the increase, the pair are devoted to keeping in line with small-batch production in a collective effort to encourage a more conscious consumer. Coming from a styling background, Naomi is able to realise these compact and poetic collections in her mind. With the aid of her many muses to realise her vicarious visions, Naomi has no trouble finding inspiration for the collections; looking closely at the icons of the decade and snapshots in time to manifest the couple’s dreams. Led by their hearts and by the myriad of prints and people the pair encounter, serendipity, eccentricity and a passion for the past make up the ‘fabric’ of The Hippie Shake.
Shying away from fleeting trends and gimmicks, The Hippie Shake is led purely by the love of fashion and the history of music. It’s a brand predicated on the feeling of sophistication, originality and solid, classic styling. Sustainability with longevity; they resolve to offer an alternative to fast fashion and create future vintage pieces that can be passed down through generations.
So where are they now?
Having just moved to a brand new London HQ named Studio 34 they are seeking to grow their team and elevate the brand to new heights. They are driven by their passion and the reward of seeing their customers so comfortable in their pieces. They believe that there is no better feeling than doing what you love while growing a devoted following and worldwide community. Broadening the parameters for people to play with their style and embrace their identity, The Hippie Shake are ever expanding above the fashion stratosphere, to the purple hazed cosmos and beyond.
Which song best sums up your brand?
The Swinging Blue Jeans - Hippy Hippy Shake (this song is where the name of the brand idea came from so it has to be this one!)
What can we expect from your stay at BOXPARK?
Expect Unit 15 to get a 60s/70s makeover in true The Hippie Shake style and a very fun shopping experience for anyone who loves to express themselves. We will be stocking our new Heartbreak Saloon collection, our Heroes eternal collection alongside handpicked vintage 60s & 70s gems and accessories. We are super excited and can't wait to meet you all!
Which item from your current menu is your favourite?
It has to be our Breaking Hearts Embroidered Penny Lane Coat, it's got all the right 70s details and vintage charm!