A desire for authentic, iconic and curated fashion, with an eye to each shopper as an individual, fuelled fashion representer David Weston to create a space populated with the very best handpicked pieces. With a roll call of experience that includes Adidas, Y-3, Yeezy, Moncler and Can’t Skate, his first retail platform 31 The Store opened its doors in Cardiff in 2015. Along with co-pilot Louis D’Arcy who cut his teeth as head buyer for legendary lux retailer Cruise, 31 The Store is much more than a clothing experience.

“At the heart of what we do is offering pieces that have their own voice and identity. I wanted to create a great environment that is memorable and could open a conversation with our customers, getting them inspired.”

Whether it’s an iconic Barbour classic or an original Red Wing, American, work-wear boot, the offer in the serious shopping space downstairs guarantees a wardrobe 2.0 like no other. The denim selection underlines the checklist of unique, individual clothing that tells a story about it’s maker and purchaser: Locally sourced and beautifully crafted Hiut, Lee 101’s for connoisseurs hankering after rare breeds, the skinny must of Nudies cut, or a does-what-it -says-on-the tin pair of Edwin’s. The devastatingly precise make of a CP Company piece sits comfortably alongside the label lust of Pharrell’s Billionaire Boys Club.

Take the numbered steps up to the first floor and the mood becomes more fun palace. Trainers in fish tanks, random piles of “found” notebooks, a vintage Coca Cola fridge spilling with socks from Japan brand Anonymous Ism or Lego inspired storage boxes from Bricks at Home keep the mood unexpected and engaged. The neon splash of a Dr Bronner soap is another potential impulse buy for browsers. “I came across Dr Bronner in an old apothecary on the Walworth road. It’s multifunctional and the packaging’s great.”

The other purpose of the more playful upstairs space is to provide an artist platform. “As part of wanting to establish a creative hub we reached out to local or native artists bringing them in to create a community space with window design, wall installations, art pieces and a means to sell and display their work. Fine artist Lily Jenkins painted her work on the walls alongside local graffiti artist Tim. “Homepage takeovers, logo reinterpretations and in-store gallery events are all part of what keeps us fresh and inspiring and connected to not just our shoppers but the creative community around us.”

Come on in.