Sometimes, traditional is best. That is certainly the case for House of Hackney, a very British interior and fashion brand and its flagship store in East London.

Originally founded in London in 2010 by husband-and-wife team Javvy M. Royle and Frieda, the brand started out as an interiors label on a quest ‘to take the beige out of interiors’ with an emphasis on quality and design made in England. They use colorful prints, lots of florals and patterns that – on the first look at least – would easily fit into Buckingham Palace. Look closer, though, and the colors and prints are just a little bolder and just a little louder than what you would find at your average British countryside Inn. Tradition suddenly becomes a modern statement.

That’s even more true for House of Hackney’s clothing line which features the same bold prints and classic shapes for women and men. The fashion collection was established in 2012 when the brand was approached by Opening Ceremony to collaborate on a capsule collection. Since then, the collections have grown to incorporate innovative shapes, styles and prints in both womens and menswear. Embodying a sense of spirited playfulness, original design and a colorful approach to everyday dressing, the range features everything from iconic floral print tea dresses and swimwear to bold printed T-shirts and footwear.

House of Hackney’s flagship store is located in Shoreditch, a short walk from London’s Liverpool Street Station. Housed in a spectacular 2.000 square foot townhouse, it’s where the brand sells furniture, wallpapers, fabrics, fashion and accessories all under one roof. And it’s a wonderful statement to tradition and innovation at the same time.

House of Hackney Flagship Store // 131 Shoreditch High Street // London // Mon-Sat 10am-7pm, Sun 11am-5pm // website