Canadian-Egyptian brand Kotn (Instagram) has officially joined the cultural fabric of East London with the opening of its new Shoreditch store—bringing more than just conscious fashion to the neighborhood. With two packed events and over 1,000 attendees, the launch was both a party and a statement: Kotn is in London to stay, and it’s there to build. Bridging culture, creativity, and community, the brand’s Shoreditch flagship is more than a retail space—it’s a space designed for shared stories and long-term connections.
Kotn kicked off its London debut with a private party at Below Stone Nest, followed by a community day block party that spilled into the streets of Shoreditch. The weekend’s festivities drew more than 1,000 guests, locals, creatives, and collaborators to celebrate the brand’s arrival in one of London’s most dynamic neighbourhoods.
Catering came courtesy of a curated menu by Berenjak (Instagram), the celebrated Iranian eatery, with falafel served up from a food truck at the community event. Music brought the energy, thanks to standout sets by Dar Disku (Instagram) and Sam Gellaitry (Instagram), who set the tone for a vibrant, inclusive gathering.
The brand also brought in some of its closest collaborators: content creator Nadir Nahdi (Instagram), known for his storytelling on identity and diaspora; and OmarFruitFlanReels (Instagram), whose signature humour and creativity lent a playful edge to the event’s visual storytelling.Kotn was founded by a Third Culture Kid, and its London launch was the latest instalment of its ongoing Third Culture Kid series, which has already spotlighted diaspora voices in Toronto and New York. Shoreditch, with its multicultural buzz, made a fitting next step for the brand’s expansion.
But Kotn’s approach goes deeper than representation. The creative partners involved in the launch weren’t sourced from casting calls—they’re long-term collaborators whose stories mirror Kotn’s own. The result is a launch that felt less like a campaign and more like a community gathering.
More than a storefront, the new Kotn Shoreditch location is part concept store, part cultural venue. Upstairs, Beit Kotn—a boutique hotel and creative residency—offers free stays for artists and collaborators working on projects that bridge regions and perspectives.
Downstairs, the store itself is designed to host community-led events: from exhibitions and dinners to panel talks and performances. It’s a flexible, open-door space that invites locals and visitors alike to participate—not just purchase.
While the Shoreditch opening showcased Kotn’s cultural relevance, it’s the brand’s long-term ethos that continues to set it apart. Built on a foundation of ethical fashion and sustainable supply chains, Kotn works directly with cotton farmers in Egypt to ensure ethical labor practices, fair wages, and lasting economic opportunity. Kotn has also funded 23 schools through its ABCs Project—an initiative aimed at providing access to education, especially for young girls.
As co-founder Rami Helali puts it: “This is a symbiotic relationship. These communities are not just a part of our business—they are the reason this business exists. We’re always asking ourselves: How can we make sure that in 50 years, their lives are better because we were here?”
Kotn’s Shoreditch is no mere retail milestone—it’s a cultural moment. With roots in Cairo, growth in Toronto, and creative kinship in New York, the brand has found a natural new home in London’s most creatively charged neighbourhood. Expect more than just fashion from Kotn in the months ahead: this is a space to gather, connect, and build something lasting.
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