Lost Gems of London : OKI-NI, Savile Row
Back in the early 2000’s there was a popular rise in special collaborations with hard-to-get fashion brands with even more hard-to-find products. The idea of a limited run, incorporated with innovative features drove knowledgeable fashion consumers to excited heights who would go at extreme lengths to attain them (think of Apple and the excitement of a new iPhone release). However, with the items becoming more and more tricky to get hold of unless you lived near to these boutiques, there was a gap in the market for online retailers to get in on the action. The most notable is Oki-ni, who, founded in 2001, initially as a gallery space / store, aimed at being an international online destination for established brands and progressive designers.
Sam Hofman for oki-ni
Oki-ni has been selling exclusively limited-edition products ever since while even garnering a respected reputation with brands and doing collaborations with them themselves producing unique products. Early collaborations included the likes of adidas, Levi’s, Porter and Paul Smith. In those early days they had a brick and mortar space on Savile Row next to the now defunct B-Store – an exciting time for the Row as a wider variety of menswear and art was entering the area. As the steely gentlemen would go to their tailors, Savile Row now had an influx of designer led consumers looking to get the latest Jil Sander, Rick Owens, Raf Simons and Martin Margiela as well as the coveted sneaker collaborations.
Jocks and Nerds Winter 2011/2012
Unfortunately Oki-ni no longer has a physical space, and focuses their efforts online opening up the opportunity to expand their brand list while keeping the same ethos. However, their forward thinking attitude to discover and introduce the most exciting products available on the market has earmarked them as a destination of choice for brands and consumers alike. Maintaining their youthful and energetic approach to running the site, the appreciation of fashion and design can be noticed throughout.
CMMN SWDN’s AW15 collection at oki-ni
The curated selection of luxury brands and exclusive products is definitely working well for them, with Oki-ni now boasting some of the biggest high-end brands and exciting contemporary brands on the planet. Wooyoungmi can be found next to Acne Studios and Matthew Miller with likes of Christopher Raeburn, Stone Island and Thom Browne. Never to miss a moment of what’s out there, the buyers can be seen on the mens fashion week circuits in London, Paris and Milan.
oki-ni STYLED by series with A$AP Rocky 
Bringing those designers to the UK and wider market, Oki-ni have introduced a multi-currency option to their online store, giving even more ease for international buyers to access the collections. Given that London prides itself on its fashion forward status, there’s an added incentive for London based customers to ensure the goods remain and are seen on the streets of this vibrant city.