Independent London Shopping Guides

First conceived in 2006, after a trip to Zurich Effie & Moritz thought that they should do something in London to try and help boost independent shops by raising their profile, especially as they were often seemingly hidden away in side streets in an effort to find cheaper rents in London!!

Often independents will revitalise an area only for it to be colonised  by chains and then large out of scale developments, which in the process often knock down historic neighbourhoods built over generations not seen as suitable for large department stores. It’s vital to keep large out of scale corporate developments in check, like rainforest it’s very difficult to bring back what has been destroyed. After all, London’s uniqueness is what attracts people, not it’s ‘likeness’ to other places around the world.