This September saw the first brick and mortar opening of the world’s first and only certified 100% biodegradable tights brand, Billi London. The brand’s flagship store opened on Monmouth Street in Seven Dials following their successful entry in the Start up with Seven Dials competition, a chance for budding online businesses to set up shop from one of their iconic streets.
Founded by Sophie Billi-Hardwick and Marie Bouhier, the pair’s goal was to create hosiery that was no longer seen as disposable or for single-use. The durable, yet elegant tights choose quality over quantity and are the first tights in existence made from materials that biodegrade, featuring designs such as the iconic Coco, a brand favourite beloved by all. The store itself includes a standalone ‘care, repair and upcycle’ area to help shoppers learn how to look after tights, as well as changing rooms, a first in the hosiery industry!
The brand will also host a series of in-store creative talks and events in collaboration with Visualist, such as yoga or meditation classes. To top it off, customers receive a 5% discount if they bring in a pair of old tights, from any brand, which they will then upcycle and give a second life.
“We are so excited to bring our creation to the streets of London,” notes Sophie Billi-Hardwick, Co-Founder. “The area of Seven Dials is the perfect fit for our brand, surrounded by other outlets who have a like-minded ethos when it comes to being eco-conscious, and we’re so pleased to have the chance to bring our online business to life.” To coincide with the opening of their first store, Billi London has launched the exclusive SEV7N collection, a series of certified 100% biodegradable leggings and socks that can be used for any activity, seven days a week.
The collection pays homage to the Seven Dials boutique and can only be purchased in store. Each collection is made with innovative enhanced biodegradable yarns Amni Soul Eco® nylon and ROICA ™ V550 elastane. Biodegrading in a record time of 5 years, 20x faster than the normal 40-100 year timeframe, the materials break down into biomass and biogas, create renewable energy and do not leave behind microplastics in landfills. The soft yet chic tights have revolutionised the tights industry as well as pioneering a change across the fashion industry that goes beyond just using recyclable materials.
Billi London joins a roster of new openings in Seven Dials including botanical herbal remedy brand anatomē, fine jeweller Astley Clarke’s flagship UK store and vintage fashion outlet Good London. You can find Billi London at 35-37 Monmouth Street, Seven Dials, London.