It began with Shoreditch House, East London's branch of international media hub Soho House, opening up around the corner, followed by Sir Terence Conran's Boundary hotel, restaurant and cafe, and quickly the fashion world started paying attention to this little lane. There aren't a huge number of shops or big name brands - you come here for the interesting independent stores, the low key atmosphere and unique products. For fashion, head to super cool Parisian APC or hip menswear boutiques Hostem and Sunspel. The area really excels in interesting homewares such as retro Labour & Wait, opulent Maison Trois Garcons (owned by the adjacent restaurant) and Caravan, one of the original shops before the area's gentrification, offering handmade gifts. Beauty can be procured from Aesop, the brand's first stand alone store, or try Murdock Shoreditch, for traditional men's grooming.