January 15, 2007

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Minding the Gap

London boutique Antipodium gives basics a new buzz. By Kirsten Fleming

Antipodium, the popular London boutique that stocks a cheeky mix of Australian super labels, is minding the fashion gap. As a result, they're launching a collection of stylish clothing that straddles the line of High-Street and designer prices called Buttons Up.

"We could see that there was a void for an accessibly priced line that still had a fashionable edge," says creative and commercial director, Geoffrey J. Finch. "We couldn't find it, so we made it ourselves." Landing in stores next month, the collection mixes the staid idea of basics with the giddiness of a bottle of bubbly.

Constructed of natural enzyme-washed cottons, these smartly tweaked classics are based on khaki, crisp black-and-white shirting, and sweetly topped off "papal purple" pieces.

And the irreverent effect deserves due religious reverence. Designed to be trans-seasonal, the togs can go from L.A. to New York to London in a tick. "It's based on pieces that people would really like to wear. It's accessible and they'll take you anywhere," says Finch.

The collaborative effort from founder Ashe Peacock, her Australia-based sister Fenella, and Finch isn't your grandmother's line of staples. And they aren't named after her either—no Lucy skirt or Milly bag here. Rather a Sh*t Hot Shirtmaker, which translates to a striped dress complete with shirttail hems and a sleek oversized shirted belt. The In the Sack Dress with its rounded hem and tank-style top will ease a girl through a play or workday, and the high-waisted, full-through-the-hips Paper Dag trousers and shorts are charmingly comfy. "A lot of the names came after too much nicotine and caffeine. It's the fun spirit of the brand," says Finch.

The store, which already produces men's shirting, will look to expand into a full line of menswear, as well. Given the androgynously inspired look of the women's collection, Finch feels it's a natural path for the label. The team also has plans to step out with shoes and bags.

Guided by some nonsense mixed with a focused sensibility, Buttons Up promises to overflow the market vacancy with a casual wink. "We are not trying to be the next Prada," Finch says. "Just fun, wearable, stylish clothes."

Buttons Up is available in New York at Barneys New York and Honey in the Rough; and in Los Angeles at American Rag, Cie, 148 South La Brea; (323) 935-3154. For more information, go to www.antipodium.com. Antipodium, 5a Carlisle Street, London; +44 (0)20 7287 3841.

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