Cutler and Gross launch Shop-in-Shop with Shoreditch boutique START

Cutler and Gross has always been unapologetically British—enchanted with London’s charisma. We love its understated, quietly cool attitude, grittiness and fabulously rough edges.

For decades we have relied, in part, upon our reputation being trickled and whispered within style and fashion circles in London, from the days of Grace Jones sipping champagne in our shop to the cult-like Cutler and Gross followers such as Jarvis Cocker, Tinie Tempah and Madonna.

We have always loved Shoreditch-based brand START for its unassuming yet inadvertently cool nature, and for its home—one of the most innovative, globally connected and directional neighbourhoods in the world.

Our brands will fuse this month with the launch of a shop-in-shop in their boutiques. Beginning 6 April 2012, START will house visual displays in both its womenswear and menswear stores on Rivington Street, including more than 100 Cutler and Gross optical frames and sunglass, handpicked from our Spring/Summer and Autumn/Winter 2012 collections as well as our designer collaboration frames with Maison Martin Margiela and Erdem.