London’s ability to reinvent itself is one of the many reasons that it has a magnetic draw on people from around the world. As a city it contains rich seams of creativity that belay the perceived image peddled by a mainstream media that seems as out of touch with the reality as the average High Court judge.  Hoodinks – Urban Boutique is a welcome antidote to the formulaic and patronising high street chains that have the presumption to assume that they have their finger on the pulse of urban youth. A spirit of savvy independence exudes an outlet that has been carefully crafted to create a distinctly high-end feel more synonymous with those who frequent Savile Row or New Bond Street as opposed to those reppin’ the Dirty South, well SE13 to be precise. Judicious use of exposed London brick, wood, subtle lighting and original artwork create a welcoming ambience that reveals a deep appreciation of the tastes of a discerning clientele.

In Hoodinks there is clear evidence of an eye for developing a brand and a portfolio of services. Already its proprietors have factored in the scope in their business plan to offer studio services for fashion/video shoots, thus meeting the needs of budding and established artists eager to convey a sense of context away from the seemingly pre-packaged offerings of Angel and Hoxton.  Such a boutique recognizes the importance of being both a place and a cultural conduit that seeks not only footfall, but to champion so much more than apparel and a particular look. Having visited and examined existing retailed offerings, there is a clear and purposeful determination to break from the usual impoverished vision of what is supposed to be ‘Urban wear’ and offer something altogether more relevant and organic. Intent on raising the bar with its emphasis on fine design, originality, exclusivity and ambience, Hookinks is a refreshing change to mainstream stores.

The very name Hoodinks is a clever fusion of the words ‘hood’ and ‘inks’. ‘Hood’ connotes both a sense of place and urban attire, the ‘where’ and ‘wear’ that are so synonymous with much of modern urban culture. ‘Inks’ conveys the brand or image, just as those who sport tattoos seek to develop and proclaim their own personal brand. The company’s founders, Ryan Neale and Sahla Trew recognize each others’ strengths, the former essentially the strategist with previous retail experience, the latter a graphic designer eager to ensure that short term goals are addressed with calm professionalism. Both recognize challenges and lessons await, yet their mutual trust and respect has already enabled them to execute a business plan that has attracted external funding during the depths of an economic depression. As young entrepreneurs they are candid about the importance of “getting the formula right” and are happy that their store will be a testing ground for new and emergent brands. With the store having opened officially during the summer of 2012, they have already shown they have the drive and the industry to get things off the ground. Both are conscious that far from going on auto-pilot, it is imperative that they work assiduously to get to where they want to go.

With its location on the Lee High Road in central Lewisham it reflects London’s multiculturalism with Algerian patisseries, a Tamil Hindu Temple and Chinese noodle bars all neighbours with the ubiquitous chicken and chip shops and kebab outlets.  To Hoodinks, a particular ethnicity is irrelevant, although its founders take pride in the fact that their retail outlet has already attracted a diverse demographic. Conscious of the importance of a business model that seeks to put more effort in to meeting the needs of the customer there is a keen sense of pricing for accessibility and an emphasis on a retail space ready to evolve rather than being wedded to the hard sell.  Hoodinks is already committed to Corporate Social Responsibility and is eager to provide a vehicle for budding artists, especially from local secondary schools and colleges, by inviting them to showcase something of their creativity on its internal walls as part of an evolving and organic decor.

The sourcing of apparel elucidates something of the Hoodinks philosophy, one that champions the supplier yet at the same time is customer centric. A considerable body of research, networking, awareness of price differential, quality control and what is being talked about on social networks all helps shape a policy that welcomes new and upcoming brands from across London, the UK and further afield. For some of the labels stocked this is the first physical outlet they have had, whilst for others their confidence in the perceived value of the Hoodinks holistic approach means that they have been prepared to enter into exclusivity agreements. Brands such as Clee Clothing, EPC Movement, Kaveman, King Apparel, Shining Heroes and Trikki are certainly a welcome offering for those seeking a distinctive look.

Whilst it is still relatively early days, the Hoodinks formula certainly seems to winning plaudits from suppliers and customers alike. Equally by championing diverse urban music artists the space provides a small but important platform for those seeking further exposure. Acoustic sets and the opportunity for rappers and grime artists to perform, adds further credibility and exposure to the Hoodinks brand. Lewisham makes for an interesting test bed for the Hoodinks formula, one which early indications suggest could well be replicated across London and in other cities elsewhere in the country.

What is evident is the passion, a palpable appreciation of an urban culture that draws its inspiration from a gritty and sometimes unforgiving landscape. In its own words it; “Hoodinks brings Fashion to hip hop! This store is going to be the first of its kind, directly fusing the ever changing clothing scene and hip hop inspired music, creating a fully urban shopping experience. Alongside clothing and music our store will also feature; Exclusive snapbacks, photography studio, accessories and more!” In keeping with the true spirit of hip hop Ryan Neale is particularly eager to shape a different vibe that ensures; “...people respect the space and respect each other.”
 
The fact that hip hop is a key driver should not give the impression that here is boutique that purely genuflects to a musical genre and fashion whose wellspring lies in the United States, this is hiphop with an unmistakably UK feel, edgy, anarchic, sophisticated and witty. The live and organic nature of Hoodinks has already seen the launch on Hoodinks TV, something which is a clever means of championing the Hoodinks outlook on life. To those with a earnest desire to seek out urban chic Hoodinks looks set to go places and more importantly possesses its own distinctive swagger in abundance.