There's no place like the Great British high street – from its iconic independents, to seasonal Pop-Ups and those expansive, world-class department stores – but we have reimagined our usual Store Stories feature as eStore Stories as circumstances have indicated that online browsing is in poll place as of late.. For the forseeable future, we'll be highlighting our favourite e-tailers to scope out the must-have pieces and online exclusives that get us inspired. This week, we spoke to Tracey Suen and Jules Volleberg of APOC STORE, the newly launched collective that's making it simple to shop for independent designers.

For those well acquainted with the concept stores that London lovingly hosts, 50m will strike a cord for being more than the aforementioned, but a space for fashion designers and artists to create a retail community

Always ready to disrupt traditional retail models, founder of 50m, Tracey Suen, is now dipping her toe into the e-retailer-only pool, having launched APOC STORE today, the latest online destination to shop independent designers. Co-founded with Jules Volleberg, the duo have flipped the usual buying dynamics by working directly with each designer, meaning they have a say of what exactly is sold on the website. With a focus on brands who create carefully and think progressively – from sustainability stalwarts Bethany Williams and Duran Lantink to true craftsman like Isa Collection – this ecom site is as sustainably and ethically conscious as it is of representing their stocked brands adequately. 

With so many unique pieces on offer, we spoke to the founders to find out which of the eclectic mix of products they're championing on their first day of trading.  


What... Lilac Fuzzy Fur Dome Hat by Benny Andallo

Because... Benny is a self-proclaimed "silly crown designer" who only launched his brand last year, and in a short space of time has already gained a lot of attention for his crowns from the industry. There are very few milliners making fun and sustainable hats the way Benny does. 

Buy it here.

What... Earring by Corrina Goutos

Because... Corrina is a conceptual Art Jeweller and Sculptor who takes everyday objects, like broken or used up consumerist products and creates something new and surprising with them. Her jewellery are pieces of art that are wearable. 

Buy her jewellery here.


What... The Hand by Modular by Mensah 

Because... Kusheda Mensah creates work in reaction to the ever-growing rift social media continues to create between individuals and the way in which we bond. Her furniture comes in interlocking modular pieces which promote better social behaviour and encourages connection. 

Buy it here.

Shop at APOC STORE here

More More More! 

+ Store Stories: Alighieri Old Town... 

+ eStore Stories: Lars Label... 

+ Surprise Me!