London Undercover

Retail Apparel and FashionEngland, United Kingdom2-10 Employees

London Undercover is a retail apparel and fashion company established in 2008 that focuses on reinventing the umbrella as a fashion accessory through craftsmanship and quality materials. Based in London, England, the brand emphasizes Britishness in its designs and collaborates with other labels and artists, expanding beyond its own store in Spitalfields to be carried by retailers such as Liberty, Selfridges, and The Conran Shop, as well as through collaborations with brands like A Bathing Ape, Carhartt, Fred Perry, and Vans. The business targets consumers seeking functional, well-made umbrellas that merge traditional techniques with contemporary style, addressing the perception of umbrellas as disposable items by offering durable, design-forward products. In addition to its product line, London Undercover has pursued partnerships and limited edition releases, such as collaborations with NN07 and various notable partners, reflecting its place within the fashion-forward segment of the retail industry. The company operates on a small scale with a focus on specialty retail and brand collaborations rather than large-scale mass production.

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