Pop Culture and fashion are all the rage and the two worlds have collided to create a “beautiful monster” across the pond in the UK. Following the success of its uber-trendy Dalston Store, Bleach London last week at 2 Berwick Street, to make its stamp in Soho with a West End flagship salon.
Founded in 2010 by hairstylist to the stars, Alex Brownsell, and best friend Sam Teasdale in Alex’s kitchen, they have successfully transformed a fashionable trend into a thriving brand with an extensive celebrity client list including Lily Allen, Georgia Jagger and Pixie Geldof.
Bleach specialises in the bold and bright dye-job that built their reputation. Colour in-store will set you back £80 about ($125 USD) and a cut and blow-dry £60 ($95 USD). However, not all about the Bleach, you can also get your hair styled for the perfect Soho night out costing £1 ($1.50 USD) a minute or grab one of their Do-It-Yourself products including Dip Dye kit, a salon-standard Total Bleach and a White Toner for removing yellow tones from blonde hair to create the perfect platinum as well as wash or paint-in colour creams.
Not only known for their hair but also their love of design, David White, interior designer for the Soho salon uses clean lines and open spaces with exposed elements including piping and bespoke flooring with varying levels of vibrant and soft colour spattered against it. The result is a more modern and refined salon than their previous space, Bleach are growing up whilst still upholding the brand’s core values: fun, colour, experimentation, rebellion and DIY science. Complete with unexpected quirks, the colour-mixing dispensary also doubles up as a bar for customers.
Perfect for Berwick Street’s diverse Soho offering, Alex Brownsell said,
“We wanted a central location for a while, but we didn’t imagine we’d get such a perfect position for us. Berwick Street is amazing and we’re so excited to sit amongst the other brands that live here”.
Bleach will join an already cool mix of fashion and lifestyle brands in and around Berwick Street such as exclusive footwear store Footpatrol, skate giant Palace, Parisian chic retailer A.P.C., Swedish denim brand Nudie Jeans and Crosstown Doughnuts first ever store on Broadwick Street.
Not a walking GPS? This will offer some geo-context for this hip location:
Berwick Street, London’s local high street, Berwick Street is a vibrant and diverse community in the heart of London’s Soho. Discover record shops, traditional pubs, bespoke tailoring, colourful textile shops, vintage clothing, original restaurants, coffee shops and independent fashion boutiques. As home to one of the capital’s oldest markets established in the 18th century, Berwick Street has a rich heritage.
NOTE: I have no commercial stake in any brands named in this article nor was I paid to write it. I was given FULL permission to use and distribute this photo for the sake of this story as attributed.