Hackney Gazette

FORGET Paris, New York and Milan —if you want to be a fashion leader, then Hackney and Dalston are the places to be seen in, literally!

Trendy designer Т-shirts bearing both place names are this summer’s “must-have” buy for the fashion conscious.

The distinctive black and red tops have turned the borough into the consummate of cool, thanks to top designer Kaveh Savage, who sells them exclusively from his West End shop in Soho.

The only other area featured on the T-j shirts besides Hackney and Dalston is Peckham in south London.

“Kaveh Savage visited America and noticed they had their own T-shirts for tough areas like the Bronx and Harlem,” said his assistant. Магу-Ellen Prendergast.

“He thought about the three shi***est areas of London and came up with Hackney, Dalston and Peckham, “but it’s all done very much tongue in cheek because Hackney especially is really hip and happening,” she added.

The shirts, which cost £19.50 each, are being snapped up so fast the shop can hardly keep up with demand. In the three weeks since they went on sale, the shop has sold an average of 60 a week.

The “Hackney” Т-shirt sells the best, with the Dalston one outselling the Peckham T-shirt “Most of the people who buy them are professional people in their early 20s or 30s who live in the borough or once lived there,” said Mary-Ellen Prendergast. “They are wearing them like a badge of honour to show they are proud of the place.”

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