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About Diverse

Fashion is what you’re offered two times a year.
And style is what you choose.  - Lauren Hutton

Retailing designer clothing, footwear and accessories in London since the mid-1980's, Diverse works with many of the top brands in the fashion industry. 

After 28 happy years on Islington's Upper St, our new home is on the fabulous Fortess Road, Tufnell Park, NW5. Please feel very welcome to visit Diverse in person. The store is sunlit, breezy and has a nice garden seat to rest in, and is open every day. We are a close knit, family-run company which employs local people. 

For press articles & reviews about Diverse please see our press/media page here

Saskia Lamche of Diverse laughing wearing amusing hat Diverse staff member Stroma chilling in our garden Diverse staff member Kudi at counter nice vibe Diverse staff member Emma laughing as per usual

Saskia Lamche  Saskia is the reason the beat goes on at Diverse. 

Stroma is a talented young director working in film, TV & music & valued member of the team at Diverse.

Imogen is an accomplished film & tv producer who we are lucky to have sometimes.

Kudi knows her fashion and lots more besides.

Emma helped us kick-start the relocated business before moving onto her training as a chef. 

Eventually, all roads lead to Gabrielle & Gary, co-founders of Diverse, the house style originators:

                                                        Photo: 2017
                                         Gabrielle Parker Gary Lincoln Diverse founders photo 2017

When Gabrielle Parker (Saskia's mother) and her partner Gary Lincoln opened Diverse they settled on a simple philosophy which worked well, and remains in place to this day -  along the lines of: Would we use or enjoy this ourselves?

The original boutique (No 286 Upper St)  captured a wave and was an immediate success. Saskia joined Diverse a year or two later, boosting an already strong partnership. One location soon became two, just a few doors apart.

The 'new' Diverse at 294 Upper Street became a widely recognised Islington landmark, and as anyone who frequented it will tell you was a spirited homage to fashion, design, art & style over two large floors, with a lovely townhouse boudoir feel on the upper level (reached via a wobbly black staircase decked in Chinese lanterns). You would find many other interesting and beautiful objects alongside the clothing. 

2nd Floor, Diverse Upper St. Old Diverse boutique at Upper Street 2nd floor 

Some of our colleagues and collaborators:
The Diverse shopgirls outside Diverse 2009
Mirja, Sophie, Athena, Rosa, Willow, Sam R, Saskia

The Diverse team at the Diverse 25th Birthday Party
Saskia, Rosa, Sam R, Mirja, Alla, Athena, Chris & Alex, Fede, & Sophie Hulme's T-Rex at Diverse 25th.

 with us 2009-2016, style originator

Rosa was Boutique Manager for 12 years 2003-2015, a sister & family

Federica ('Fede') with us 2011-2016, bringing music & literature with her

Mirja Rosendahl's cool designs (Les Lapins, Rocky) now sell in Diverse, but she started off working with us for many years. Mirja has often designed our artwork. We're in debt to her.

Alla with us through the mid-late 00's

Moa (not in photos, sorry) worked with us, and lived above the shop at Upper St for many years in the 00s - 2015.

Chris Ancell  Formative years at Diverse Menswear with Alex & Lewis

Alex Mein, Menswear manager, steadiest person to have around during the Titanic phase at 294

Su-Su (Suze) also not in photos sorry, also during the 00's

Sam Robinson (below) was with Diverse for many years, a superstar!

Lewis DG (below) copied no-one

Willow (below) with us for longer than anyone else, the best in the business 

Sam R, Lewis DG, Willow

Sam and Lewis and Willow are Diverse staff


Diverse. 294 Upper St, 1993.  A Ghost in the Window

Diverse shop windows 1993 featuring Ghost

294 Upper Street, 1999, the end of a century of fashion...Clements Ribeiro, Chloe, Marc Jacobs, Isabel Marant et al

Diverse shop windows 1999 Marant Marc Jacobs

Diverse Menswear

Diverse Menswear was also located on Upper Street (No 286) for more than 25 years until 2015. Menswear is currently under reconstruction at a boutique and website close to this one. We are really excited about that, and also have some other plans which we hope to share with you very soon.

Diverse in our community

Fortess Road, Tufnell Park and NW5 in general are great places to live & work, and Diverse would like to help keep it that way. We engage with our neighbours, whether residents, businesses or schools and seek to play an active role in the local area.

We can't possibly mention every great restaurant, bar or local amenity here, but if you are visiting Diverse, please look out for the butcher, the baker, and the candlestick maker, eg the brilliant local businesses we have all around us: SK Vintage Clothing, Eeny Meeny Kids, Ruby Violet ice creams, Future & Found for ideas around the home, 90 Degrees framers, Jessica de Lotz jewellery, Harrington Squires Print & Design, Down to Earth Yoga, the tranquil Rustique literary cafe, Beauty Box for pampering yourself, the sewing machine repair shop which appears to be in rude health, the perfect hardware store (Ideal) and the best bakers (Spence) butchers (Meat NW5) florists (Violet & Frederick, kiosk outside the tube) fishmongers (Jonathan Norris) & greengrocers (Fam) you'll find on a single pavement anywhere in London. There are also a few great bars including Aces & Eights and the much loved Junction Tavern, scene of many a convivial summers' evenings.

Not to forget Bear & Wolf - directly opposite Diverse - where everyone goes for coffee and The Ultimate*. 

Thanks for reading to the end    :)
Diverse 2017

*tasting is believing

the diverse logo in grey text on a white background optimised

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