My Cart



On orders over £100


If you order before 2pm

About Us

Our History

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.

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

New season labels include French label Five Jeans, Dream Clothing from Greece, Vilagallo from Spain and Suzy D from the UK.

All working seamlessly with existing labels such as Rails Clothing, Patrizia Pepe, Hale Bob, Rino & Pelle, Inoa, Ottod'ame, Delicate Love, Bl^nk, Majestic Filature, Conditions Apply Clothing, Victoria Plimsolls,Sophie Harley Jewellery,

26 years later they are still going strong in the heart of Notting Hill, and are proud of their heritage as the longest running fashion boutique in the area.

And finally in July 2020 they managed to open their second store after lockdown was lifted, in the Cotswold town Stroud, known as Notting Hill with wellies in the newly regenerated Five Valley Shopping Centre.

They plan on introducing more new fashion labels like Urbancode Coats, Not Shy Cashmere, Ash Shoes and so much more.

Bella's Gone Home interiors has been a major influence on the style and look of the new boutique where the clothes are surrounded by homeware, plants, antiques, up-cycled furniture and artwork, all for sale.

Stroud has a very artistic background and Sub Couture have embraced this by exhibiting photographic work by the celebrity photographer Richard Young. Selling some of his limited edition photos of Freddie Mercury, Davie Bowie, Bob Marley, Marvin Gaye which will be regularly updated along with the film stars and supermodels series

The Aiken duo deliver a very personal service and this store is loved by its loyal clientele which includes Julia Bradbury, Mica Paris, Tess Daley, Jodie Kidd and Angelica Houston 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