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About Us

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 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. 

Husband and wife team, Derek and Louise Aiken, developed the label into a retail store, opening in Notting Hill in 1995. 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 in the area.

The store started out solely stocking the Sub Couture 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.

Current New Season Labels include Leon & Harper and Majestic Filatures. All working seamlessly with existing labels such as Patrizia Pepe, Hale Bob, Dr Denim and Vivienne Westwoods Melissa Shoes.

22 years later they are still going strong in the heart of Notting Hill, and are proud of their heritage as one of the longest running boutiques in the area.

The Aiken duo deliver a very personal service and this store is loved by its loyal clientele which includes Mica Paris, Julia Bradbury, Natalie Imbruglia, Kelly Hoppen, Tess Daley, Jodie Kidd, Angelica Houston and Samantha Cameron to name but a few.

With the launch of their gorgeous new website Derek and Louise plan to build on their success for the fashion generations of the future.  We’d love to hear what you think, whether you visit our store or our website. You can get in touch with Louise directly by emailing