Behave know how to service the modern man and woman with that new school Scandinavian slim line silhouette. Soho’s best independent boutique guarantees you cool, stocking large quantities of denim from the labels representing accessible avant-garde. Behave was the first spot in London to sell Cheap Mondays and Aprill 77, and they’re the first in many other respects too, yet their modesty is unnerving. They do not and will not host a website in the belief that fashion is physical, and therefore even their retail end must only exist in the physical realm.

With a well supplied range of modern apparel at down to earth prices and attitude, Behave manages to inadvertently ridicule the slews of boutiques that try so hard to stay ahead of the curve by jacking up prices on cheap trends and ultimately flop in their own hype. Behave recognises the fashion game for what it is and reminds us to stay focused on the fashionista’s obsession: the garment itself. Behave run in a league of their own.

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