StartUp High Street is part of PopUp Britain and runs from 23rd July to 5th August. It was created to give new British brands the opportunity to get their products on to the High Street. The Government-backed initiative has the support of of prominent retail entrepreneurs including Sir Charles Dunstone, founder of the Carphone Warehouse and 'retail tsar' Mary Portas.
A temporary shop in Richmond which will be occupied by a number of small enterprises for two weeks on a rolling basis. All of the start-up brands already run online businesses, but none of them have the resources to take on a shop single-handed. Vulpine cycle clothing will share space with, among others, Tier One, a shirt maker, and Morrows Outfitters, a sock maker.
The popup shop is directly opposite Richmond rail station and opens in time for the passing of the Olympic torch relay, and the Olympic Road Races and Time Trials passing by.
Vulpine was launched in March 2012 and makes stylish cycle wear for men and women crafted using performance fabrics, influenced by British tailoring.
"Vulpine offers an alternative to tight bright smelly lycra, for all cyclists," said co-founder Nick Hussey, who jacked in his career as a film executive to launch the brand.
“To be chosen to launch this huge initiative out of so many startups, after only a few months of trading, is a massive compliment," said Hussey, who created the brand with his wife, Emmalou.
"Though we're essentially an online brand, we find our customers get a real buzz from handling the garments and seeing the quality first hand. A retail space just next to London's cycling Mecca, Richmond Park, will help us reach a much wider audience and give us the chance to meet cyclists and get feedback on their needs.” Two new products are being launched at the event: a Merino polo shirt and a women’s merino jersey.