A menswear brand that explores the individuality of style through the expression of fabrication and feeling.

A seasoned traveller confident to venture into new territories.

This is The New County

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London based Story of Lola is a fresh young label, whose stylistic expression is at one with the street.

Inspired by youth subcultures, reworking classic silhouettes and on trend influence her style.

Bringing fun back in to fashion, the Story of Lola girl is classically cool.

This is the Story of Lola

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A London dwelling brand influenced escaping to new worlds and a free-spirited lifestyle.

The Brand mixes feminine touches with an edgier global styling. Designs are focused on inspiring destinations, capturing the spirit of local culture, texture and craftwork

Genuine and Authentic

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