Ben Elsdale had a very clear vision in mind when he opened his first Sefton boutique in 1999. At that time, Islington was teetering of the verge of becoming one of London’s most fashionable enclaves and the style savvy young entrepreneur could see that the influx of such trendsetters brought with it the need for a unique, local independent fashion store. The concept of the boutique was to showcase only the very best in British and international designers, while offering its male and female clientele personalised attention without the attitude.
Within a couple of years, the men’s and women’s divisions split into two as the business rapidly expanded. Womenswear moved across the road into its own premises at 271 Upper Street, almost exactly opposite its original base - with the boys at no.196. Almost 10 years on, the sibling boutiques remain two of the best loved shopping destinations in North London, playing host to the latest collections from exciting designers including globally renowned labels and fresh, new design talent.
At the heart of Sefton is a fashion-forward ethos, which is reflected in both the wonderfully eclectic mix of labels and in its staff and their informed, yet friendly manner.