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MA.STRUM x Boneville Store Opening

By April 7, 2014Fashion News
Thursday saw the grand reveal of the MA.STRUM and Boneville dual store in London’s trendy Eastend.  Situated between Liverpool Street Station and Brick Lane, the shop is a hidden gem where the ‘in the know’ will head to for high quality, multi purpose, stylish garments.

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The MA.STRUM brand was launched to the market in January 2009, developed to celebrate and further the design heritage of the famous Massimo Osti.  For the unaware, Osti was the founder of the following influential casualwear brands: Boneville, C.P.Company and Stone Island.  Osti’s work has been distinguished by innovation, functionality and timeless aesthetics, revolutionising sportswear on a global scale.

Boneville was first launched in 1981 following the launch of his first brand C.P. Company (Chester Perry), which is one that would precede the launch of Stone Island a year later.  From its ‘81 launch to its final days in 1993, Boneville set a benchmark in the men’s fashion arena, pushing boundaries both aesthetically and technically.  Today the SS14 Bonneville collection exists as a testament to the timeless, innovative nature of Osti’s work. Boneville of 2014 features two divisions; Boneville and B.N.V. Sporting Goods, each boasting a unique aesthetic, bound together by a distinct naval influence and maritime character.

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“ I recently enjoyed the opportunity to take a closer look at the first collection of Boneville’s re-launch. Having been away from the market since its last collection in 1993, some 20 years ago, I was delighted to discover the way in which my father’s work had been sensitively and successfully interpreted, heralding the original spirit of the brand: silhouettes, bold colours, interesting fabrics and clever functional solutions. I wish John (Sharp) and the entire Boneville team all the success they duly deserve. “
– Lorenzo Osti, December 2013

The store will be open to the public as of Monday 7th April at 10am.  Customers who spend over £250 will receive a free commemorative t-shirt.

Find the store at 52 Artillery Lane, London, E1 7LS.Words: Samantha Ria