VERV LONDON is the UK's first genderfluid fashion store. Our curated selection of clothing and accessories challenge traditional boundaries between menswear and womenswear and are sourced from leading independent designers locally and globally. At the core of VERV is our determination to challenge gender norms and celebrate individuality and self-expression. We champion fashion that gives a middle finger to traditional gender classifiers and we are so proud to be the first and only retailer in the UK where every garment can be worn by female, male, transgender and non-binary individuals.
Founded in 2017 as a fashion e-commerce retailer, we were able to build on our online growth and open our first store in East London exactly 1 year ago in November 2019. Our space is not only a retail store, but an art gallery, event, and community space. We were able to showcase and share our beautiful products with the world and welcome a community from all walks of life. It made us so happy to hear from customers how important it was to have a store like VERV, that welcomed people of every gender identity and expression and made them feel seen and valued. We also launched two successful art exhibitions and a London Fashion Week presentation to celebrate the work of creatives in our community before the COVID pandemic and resulting lockdown forced us to close our doors.
The pandemic has devastated our business as it has brought so many challenges to our community. Our store has been closed for most of 2020 and although we were able to briefly reopen over the summer, footfall and sales have declined dramatically. Our online sales have barely kept us afloat as people are understandably spending less on clothing.
This is why we are joining the Mayor of London's Pay it Forward Scheme for support through these troubled times. Your support will help us secure the future of the store, the commitment to our community and ensure that we can operate through the pandemic and rebuild when we finally remerge from this crisis.
We wouldn’t be where we are without you, our wonderful customers and friends. We now need you more than ever! If you could please pledge to support us today, you’ll not only do something great for us today, but you'll also pay it forward so that you can enjoy some of our rewards, including merchandise and store credit, later on. It doesn’t matter if your contribution is small, medium, large - every amount will help us fight for our survival and come back stronger. If we meet our target, the Mayor of London has pledged to match 50% of every contribution up to a maximum of £5000!
At VERV, we firmly believe and live, that genderfluid fashion is not a passing trend, but a new reality where we as people are not defined by our gender and are free to live and dress however we want. We are asking for your support in championing this message and breaking the binary!
Your support will help us fund our operations and invest in critical upgrades to our e-commerce capabilities while also enabling us to make our store even more COVID-secure. Thank you for your support! We hope you find something you like among our rewards and we look forward to seeing you at the VERV LONDON store soon!
