Rude popped up just around the corner from my house on Church Street the other day and I walked past as they were adding the finishing touches to the store. Hungover and grumpy after a rainy trek down to the cash point on the high street I peered in to see exactly what was going on, muttering "Oh great another trendy stuff shop. Why doesn't someone just put a bloody cash machine here!" then I took a proper look at the brightly adorned interior and realised it was actually really cool, so I stopped talking to myself and went in.
I am a sucker for simple, bold design, quirky lettering and lots of colour. The screen printed soft furnishings, clothes, cards and bags here do just that, they are simple yet effective. I don't know about anyone else but im a bit bored of the "I heart Hackney" shoppers, bearing in mind they're generally worn by people who moved in a couple of months ago and are probably a bit scared to walk around after dark. A less done and done alternative could be the Rude 'London Life' bag, white canvas with a playful illustration of London's architectural highlights (including my fave, the gherkin) against a backdrop of childlike clowds.
I will also be purchasing my Christmas cards from here, as they are the 'credit crunch line' with cheery seasonal messages like "4 mince pies for the price of eight." Poverty in style, while discretely hinting to everyone that they won't be receiving any presents this year. Rude is design studio and the store a temporary 'pop up boutique' so get in quick before the Smug Newington's case the joint. read more