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About Sub Couture

Sub Couture founded by Derek and Louise Aiken, husband and wife team, opened their Notting Hill boutique in 1994. At the time Notting Hill was known for its antiques rather than its fashion but that soon changed and Sub Couture continues to be a leading light for women's fashion in the area. The store started out solely stocking Sub Couture's own label but later introduced complementary designers and accessories. Their ethos is to introduce and nurture new designers and each season they surprise and delight with a unique and original selection on offer.

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From the founder

Women's fashion is our passion especially pursuing those beautiful bohemia styles or those brightly coloured items with a twist. We seek out clothing that is affordable and easy to care for and pride ourselves on our customer service. Your happiness is our satisfaction.


Sub Couture's story working together.

Sub Couture started out as a small fashion label during the early 90’s, showcased in the iconic Hyper Hyper store on Kensington High Street alongside other designers including Pam Hogg and John Galliano. The label started out with a feminine Angel inspired collection, standing out against the grunge trend at the time and its popularity meant that demand often outstripped supply. Two years later the label was stocked by over a hundred accounts worldwide including Harrods and a concession in Selfridges. When Louise Chantrell met Derek he decided to open a shop in 1994 selling her Sub Couture clothing line and eventually she started to work along side him. That was nearly 30 years ago and they are still happily married and working together. Trusted Site