Sub Couture

About

Sub Couture is one of Notting Hill's oldest and most loved boutiques.
Stocking a selection of great labels from Patrizia Pepe to Hale Bob and Tara Jarmon.

Story

Sub Couture is one of the most established boutiques in Notting Hill. Stocking an international eclectic mix of designer labels, from Hale Bob, Patrizia Pepe, Hoss Intropia, Tara Jarmon to name but a few.

Sub Couture started out as a small fashion label during the early 90’s.
Louise Aiken owned the first Sub Couture shop in the fashion emporium Hyper Hyper, on Kensington High Street. Louise launched the label which became very successful. When Sub Couture the label ran into difficulties she took over and re-launched the label with great success with a feminine Angel inspired collection, standing out against the grunge trend at the time.
With their signature thick lycra based fabric, the collection sold out and could not meet demand. Two years later they had acquired a hundred accounts worldwide including Nordstrom, Ludwig Beck, Harrods and a concession in Selfridges.

Derek Aiken, husband invested in the flag ship shop for Sub Couture in the up and coming Notting Hill, an area known for its antiques rather than clothing! The shop started out solely stocking the Sub Couture label and later introducing complementary labels and accessories. Louise decided to leave the production side and joined her husband and focus on Sub Couture retail. The Aiken’s carried on going from strength to strength acquiring celebrity clients such as Mica Paris, Julia Bradbury, Natalie Imbruglia, Tess Daley, Michelle Collins, Angelica Houston and Samantha Cameron to name but a few, expanding and nurturing new designers. 16 years later they are still going strong in the heart of Notting Hill, one of the longest running boutiques in the area.

We believe this is down to skillful buying of new, affordable, interesting and unique collections, second to none customer care and relations, a Notting Hill favourite and destination shopping experience, its reputation for service still going strong. And now with the launch of its website Derek and Louise hope to continue this for decades and generations to come.