This weekend Yasmin Sewell's east London pop-up, Beach in the East, will open its doors. Launched together with Paper Mache Tiger, the agency run by her husband, Kyle Robinson, the 1970s California skate-themed space, complete with disused swimming pool no less, is shaping up to be seriously cool.
We've persuaded Yasmin to give an exclusive first look at some of the pieces and brands that she's hand picked for the store. Read on to discover the pieces that are topping our wishlist and find out why Yasmin loves them...
Beth RichardsCanadian designer Beth Richards' s/s 2013 collection embraces beautiful clean lined swimwear in classic vintage styles. Crop tops and high waisted bottoms are a must-have staple this season, providing BEACH IN THE EAST with a selection of swimwear of one pieces and two pieces perfect to mix and match and pair with an existing wardrobe for post-pool outfits.
Yasmin says, 'Coolest new swimwear label to watch!'
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HillierKatie Hillier has designed accessories for the likes of Luella and Marc Jacobs - now creating her own line of cutesy accessories she mixes luxury with fun. It’s luxury with a twist of unconventional surprise. Beach in the East will feature her rainbow and Breton stripe hair accessories.
Yasmin says, 'Her rainbow hair pins and elastic bands are really in tune with the whole 1970s vibe.'
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Jill UrwinJill Urwin has created beautifully crafted crystal necklaces in various sizes and colours, drawing inspiration from the characteristics of the crystals and fossils in their pure original state.
Yasmin says, 'She has created the most beautiful necklaces for us, for men and women, that scream Beach In The East!'
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Joe DukeJoe Duke has given a new face to the 1970s denim jacket. He has hand printed vintage pieces, customizing each one individually.
Yasmin says,'A completely unknown talent, but we see a huge future for him.'
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Henry HollandDesigner Henry Holland renowned for his fun, cool and vibrant designs has created an exclusive polka dot short dungarees for Beach in the East .
Yasmin says, 'Everything about what House of Holland does is so unique and refreshing, and fun. And that’s what this is all about!
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PrismAnna Laub identified a niche in the market for desirable eyewear that equally combined function with the aesthetic. The optical collection soon led to sunglasses, which was then followed by swimwear and footwear. Beach in the East will house her two-toned leather espadrilles.
Yasmin says, 'I love every element of what Anna creates at PRISM.'
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Rolla'sRolla’s is an Australian denim brand inspired by the laid back coastal suburbia which has defined its simplistically fresh denim range. Beach in the East will feature its classic skinny denim jeans and dungarees.
Yasmin says, 'This is an Australian brand that has reissued and reignited an iconic 1970s denim line.'
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SwatchThe watch brand we have all grown up knowing and loving will reopen their archive collective of vintage watches for Beach in the East.
Yasmin says, 'Swatch to me is a nostalgic brand, and Beach In The East is all about nostalgia.'
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Sheriff & CherrySheriff & Cherry frames are made from classic shapes with a quirky bold twist, they’re all individually handmade in an old Croatian factory. There will be a selection of their multi colored eyewear available at the Beach in the East pop-up.
Yasmin says, 'Just because they’re the world’s hottest sunglasses brand!'