Godiva (Edinburgh, UK)

Back when I was a student, I remember procrastinating in a library by leafing through random magazines on display. One of them was an eco mag that regularly reviewed various brand-named products and gave information not just on their impact on the environment, but on how 'safe' they were with regard to your health (i.e. toxins, parabens etc.). If available it was also listed whether or not they were ethically produced. Safe to say, almost every single item would get horrific grades and I was so shocked by this revelation, I ended up sharing this with my friend M. the same evening. It lead me to replace most of my skincare products with those containing natural ingredients, but M. took it one step further. Already a fair trade and human rights campaigner, she not only started subscribing to that evil magazine, but began purchasing fair trade, organic and recycled everything-you-can-imagine. Very noble, I know and I also realized I had somehow just created a little monster (albeit a very charming one). Our shopping sprees now consisted of going to various fair trade grocers and clothing stores specializing in sustainable fashion. While I'm up for anything, browsing racks of hemp clothing isn't really my idea of a good time. Thankfully M. realized that despite her good intentions, showing up to class wearing something resembling a potato sack wasn't really an option, so in the end she would always cave and we'd end up in an H&M.

Vintage looks from Godiva (images: Godiva).

Indie labels, clockwise starting top left: Lost Forward, Johari, Tee & Toast, Kool Jewels, Hi-Dee jeans, Teresa Dowd (images: Godiva/designer's own).

Despite the current trend in anything eco or ethical, it's still fairly difficult to find suitable items these days, especially when it comes to clothing. It's why vintage is such an attractive option. And while I'm still doing my best to become the ultimate vintage shopper (as you can imagine, M. is better at this), I still lack the patience and dedication to browse such stores for more than an hour. Which is why, after having visited Armstrongs and another two vintage stores in Edinburgh back to back, I almost cried (not in a good way) when I sighted Godiva (not the chocolate), thinking it was yet another vintage emporium. Could I handle another one? Hell no. I kept walking, then paused at the windows. For some reason the dresses on display didn't really look that vintage. I spotted the word 'recycled' and 'reworked'. Maybe I was wrong. I decided to go in.

Pieces by indie labels Lost Forward (left) and ethical brand Johari (right).

Godiva is actually a great idea for a boutique, and while it does stock vintage items, it also sells so much more. Founded in 2003 by Fleur MacIntosh, who has always had a passion for second-hand clothing, the store not only deals with typical vintage garments, but also pieces by indie designers - many of them recent graduates from fashion institutes - as well as reworked vintage items. To top it all off, Godiva also sells it's own line of clothing, specializing in made-to-measure dresses meant to last you a lifetime. Basically Godiva is four stores jammed into one cute boutique. The owner has various contacts in the fashion community and all designers are mostly local (from the U.K.). Everything is handmade in the region, so rest assured there are no sweatshops involved. In addition, you'll also find a few ethical brands, such as Johari, who's entire profits benefit fair trade and other social programmes in Africa (predominantly Kenya).

Left: A comfy old-fashioned sofa near the entrance. Right: Shoes and other goodies on the table.

Reworked vintage (left) and more dresses on display (right).

What I loved the most though, was that I was fully unaware of this when I first started browsing. Everything I saw looked hip and cool. The reworked vintage didn't look eco-boring or remotely recycled. Nothing had that musky smell that accompanies your average vintage store. Most pieces were one-of-a-kind, which supports Godiva's philosophy to "strive against the soul sucking monotony of fast food fashion to provide a truly unique alternative". The front room, which was accessorized with a comfy old-fashioned sofa, various cute props (old trunks, baskets, baroque mirrors) and large wooden wardrobes that housed the clothes, is where I found most of the indie designs, some completely 'new', others partially or entirely vintage-sourced.

Overview of the store (left) - note the zebra print on the wall - and a selection of vintage scarves (right).

I spotted open suitcases full of second-hand scarves, wicker baskets filled with various belts, a large display featuring hats by milliner Jill Corbett and racks of feminine clothes by the local indie label Lost Forward. My favorite items were by Virginia Morley, who uses vintage and recycled fabrics, buttons and buckles to create edgy statement pieces. I also found a great selection of bags (most of them consisting of recycled leather or fabric), as well as jewelry, both new and reworked, by brands such as Dolls & Molls or Kool Jewels.

So many bags... (left) and a few belts (right).

If you're a true vintage fan and don't want any of that reworked stuff, the back room is for you. This is where you'll find the traditional second-hand items ranging from kilts and 50s dresses to 80s sequined tops. The selection is small - just how I like it, but it's full of gems. You'll find everything from daytime appropriate skirts to evening gowns. And don't be fooled by the girly interior of the entire store - the boutique also stocks quite a range of menswear and children's clothes as well.

The vintage room.

It's only when I went back to the front room that I found the small rack near the window with samples of made-to-measure pieces. Most of these items are designed by the Godiva label, but you'll also find dresses by Lost Forward and Rowan Joy. Getting your bespoke outfit is fairly straightforward: you choose a design from the rack and try it on, consult with the designer, then pick your ideal fabric combination and any other embellishments you may wish to include. You'll get your measurements taken, then come in for a fitting and - voilà! Your own custom-made dress - who said you needed to wait until your wedding to get one! And the best thing is, it's unique, well-made, locally designed and (of course) ethical.

The front room again, with bespoke dresses on the rack near the window (left). Samples of fabric and dresses that can be made-to-measure.

My only gripe is that they don't have more stores like this around - especially closer to where I live. It's the perfect place to go with your girlfriends and regardless of whether they love vintage, indie or tailor-made garments, you'll find something to suit any taste here. Oh, and I must mention that all items here carry the equivalent of high street pricing (in some cases even cheaper). In addition, you can get a bespoke dress starting at just £65. Some of the items by indie designers in the store are available online from other websites but Godiva is currently in the process of building a web-store, so hopefully we'll be able to purchase some of the goodies online in the near future. Until then, I'll probably have to tell my dear M. to take the next flight to Edinburgh...

Reworked vintage. Clockwise starting top left: Red Mutha, Oops, Virginia Morley, Zippy Lovelock, Rebecca Jane (both outfit and bag), Dolls & Molls.

Some of the made-to-measure dresses available from the Godiva label.

Address: 9 West Port, Edinburgh EH1 2JA
Opening Hrs: Mon-Fri: 10:30-18:30, Sat: 10:30-18:00
Sun: 12:00-17:00
Godiva Homepage