Opening in 2007, Goodhood’s vision was to provide a shopping experience that was culturally relevant, effortlessly chic and a little bit different. 12 years on, Goodhood continues to do just that.
151 Curtain Rd
London, EC2A 3QE
Here at Paradise Row, the concept of combining luxury lifestyle with the cutting-edge and provocative style of East London lies at the heart of everything we create. It’s no wonder then, that Goodhood is one of our favourite places to get lost in when we want to become inspired by what over 200 independent brands have to offer.
If there’s one stereotype that East Londoners conform to, it’s that they have to be different to everyone else, and this hand-curated collection lets them do just that, featuring thousands of unique pieces in womenswear, menswear, home, and everything else in-between.
To our frustration, the usual minimalist aesthetic of the storefront was obstructed by renovation work being done on the old brick building that Goodhood calls home. However, in true East London style, the scaffolding was covered in a gorgeous bold print with the usual sign emblazoned on the side; truly a testament to how the face of East London is constantly morphing alongside the cultural landscape. The stripped back interiors added to this feeling of renovation, the perfect blank canvas on which the vibrant and unique pieces were showcased.
But don’t be fooled by the spartan Scandi-chic layout; Goodhood carries the likes of luxe brands Ganni, Maison Margiela and Comme des Garçons. It’s a melting pot of different aesthetics; one wall is decorated with black graffiti, whilst another is illuminated by pink neon, a symbol of the incredible ‘anything goes’ atmosphere.
“Culturally relevant, effortlessly chic and a little bit different.”
For those of you who shudder at the thought of accompanying your friends or S.O. around clothing, there’s a library of art zines on offer for you to flick through from all corners of the world; from well-known names like The Gentlewoman to exciting new publications Brick, 032c and apartmento.
The home-ware had us shamelessly mentally-buying for the newly renovated Bethnal Green apartments we didn’t have; with a carefully curated interior design, it’s a place oozing with inspiration for your home, and comes with everything you need to introduce individuality into your living space. From record players to marble book ends to ‘Fuck’ brunch plates, there’s pieces here to make both your inner child and inner interior designer smile.
The secret to the success of Goodhood isn’t just about its undeniable coolness, though, it’s the same thing that lies at the heart of everything this artistic culture has come to love: an independent spirit. It’s something that #ParadiseRowCurates adores and respects in equal measure, and is why we’re sure that Goodhood will see and survive many more renovations to the East London landscape in its lifetime.
Words: Hannah Crosbie
Photos: Emilia Joye