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Wednesday, 25 November 2015

GarconJon meets Alessandro Koberta, The Content Store

In association with American Express®

Last week I caught up with Alessandro Koberta of The Content Store, an independent menswear retailer on Lamb’s Conduit Street to get an insight into this perfectly crafted small shop.

Situated in the historical part of Holborn in London, the shop is just one of many that contributes to this buzzing local community which feels more like a village than an urban jungle. The hand-picked items along with the personable approach of the staff are just a few of the things which make this one of my favourite stores. 

What did you want to be when you were a wee boy? An artist. I studied art and painted but transitioned into fashion. I love design in clothing with textures, fabrics. I’m really happy with where I am now.

Why is Lamb’s Conduit Street such a great location? Before I started working here I had no idea that it was such a haven for menswear. All my favourite brands have stores on the street and I love that it’s tucked away from the mania of the main high streets. Here you can take your time and browse through everything.

What are your favourite items in store right now? Right now I love our Portuguese Flannel shirts and it’s also a big hit with the customers. We’ve sold out a number of times on many of the items. They’ve even run out of stock and can’t give us anymore! I’ve got to say I’m also partial to a pair of Anonymous Ism socks.

How would you describe your own personal style? I love heritage brands. It’s all about the story behind the garment for me and working so closely with the designers means I learn a huge amount about the process from each one. Today I’m wearing an AMI coat and SNS Herning jumper which is a Danish company that makes nautical clothing.

Why do you think it’s important to support small shops? We really value our relationships with each one of our customers. I’ve got to know so many people who now just come in for a catch-up and it’s great to create and have that community feeling.

Why would someone choose The Content Store above another retailer on Lamb’s Conduit Street? As an independent retailer, you’ll definitely find items here you won’t find anywhere else. It’s not just with menswear either, our lifestyle items like the Honest candles also add a touch of difference.

Leave us with some words of wisdom. In terms of style, I think one should never follow the latest trend. Select quality pieces carefully that will stay relevant to your wardrobe for years to come. In terms of life, always be nice to people and quite often they’ll be nice back.

It's The Content Store's personal approach that keeps me going back time and again. Hearing how they support new designers and offer a personalised shopping service in-store has inspired me to explore more local small businesses and I hope it encourages you to do the same, especially in the lead up to Christmas which is such a crucial time for small retailers.

Saturday 5th December is Small Business Saturday - a great time to get out and discover your local small shops. Visit or to find out more.

I visited The Content Store and found out more about this retailer in association with American Express, principal supporter of Small Business Saturday UK.

See the full post below.

Promoter: American Express Services Europe Limited is authorised and regulated by the Financial Conduct Authority.