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Love this shop so much, amazing items and good prices to match! c: 5/5 - Hannah
A Shop With More Edge Written by Morgane Kimmich ALTERNATIVE (noun): "THE CHOICE BETWEEN TWO MUTUALLY EXCLUSIVE POSSIBILITIES “
DRESS CODE – Imagine a clothing version of Aladdin’s Cave in Albert Road, Portsmouth - offers to its customers. Dress Code has witnessed many changes since it has first been established, 20 years ago. Changes in fashion with the vintage turmoil but also regarding its clientele and the outside world. And yet its owner, Linda Fitzgerald, decided not to choose a particular trend, particular customers and an unique direction. That’s why she created a ‘one-stop-for-everything’ shop with clothes, shoes, bags but also books and records, mixing brand new items with second-hand garments. Dress Code‘It all comes down to music’ confessed Elle who works at Dress Code. This was the definition of alternative back in the days: wearing your favourite band tee-shirts, having tattoos and so on. Alternative today somehow looks more conventional. Indeed, boundaries between marginal and casual have been blown as the industrialization and standardization of pretty much everything – clothing, music - skyrocketed. Therefore, it’s quite hard to identify who’s really alternative nowadays. Is it the fashionista willing to follow all the trends or the vinyl fan willing not to follow any? Dress Code doesn’t follow fashion; it just relies on Linda’s good eye in order to create the trend. Her inspirations are many and diverse ranging from the students of Portsmouth selling their work to the world famous Camden market in London. The latter is a micro world where everything can be found: clothing, accessories and weirdoes. Linda wanted to recreate this atmosphere in Albert Road, offering her customers the possibility not to travel to London. The gamble paid off as Dress Code attracts many curious people willing to find out what this shop ‘with more edge’ is all about. Punk kids, vintage addicts, teens and many adults scramble in everyday. Dress CodeWilling to fight this clothing standardization, Dress Code offers further alternatives. Without rejecting any shop or style, Dress Code proves that the ‘High Street’ way of shopping is not the only one. The independent shops of Albert Road show that mass production can be fought and everyone’s uniqueness can be preserved. Dress Code is also fighting for the best prices, renewing its suppliers if necessary, therefore proving that the maxim ‘cheap and crap versus expensive and good’ is no longer on. Once again, it goes far beyond fashion. This isn’t the story of one particular shop in Portsmouth, it’s about a life style shared by many people around the world. Being alternative is not just wearing the right tee-shirt but actually knowing what’s the story behind it. Elle perfectly summarized the shop’s motto by saying that it is a ‘good melting pot of vintage and alternative, offering the customer a different option to the norm’. Norm’s fine but if you want to spice up your wardrobe, choose the right dress code no matter whether it’s vintage, modern or future.