Urban Junkies | Spend | The Cashmere King · Lucien Pellat-Finet

When you think of cashmere you tend to think of something luxurious but perhaps a bit boring too. Surely there are far too many grey, black and navy crew necked cashmere sweaters in the world. And when every other high street brand is cottoning (sorry!) onto cashmere, it has lost some of its cachet too.

It may feel nice to wear, but it's never going to rock your world. Enter Lucien Pellat-Finet (aka King of Cashmere), stage left.

M. Pellat-Finet, French mais oui!, has been upping the ante with cashmere and other luxury fabrics by giving them a sporty, even street-inspired feel. Ever seen a pink crewneck cashmere sweater emblazoned with a skull outline? You will if you enter his new London boutique on Belgravia's Elizabeth Street (that little oasis of retail heaven in the unfortunate environs of Victoria Station).

Pellat-Finet wanted to combine his style - sporty, colourful and irreverent with an eccentric London feel. The shop's interior is traditional which is offset by snazzy furniture by Maarten Baas and bright colours alongside a chandelier from Lucien's own home, making it uniquely his space. The 1,500 square foot space includes a black and white tiled floor inspired by Claridges Hotel.

Expect cashmere emblazoned by the pop art of Kenny Scharf (a recent Pellat-Finet collaboration) - Pellat-Finet has also worked with Japan's Murikami in the past. And if you're feeling creative yourself, you can design your own sweater from a range of colours and design - giving you your very own practical art work. Expect Jacob & Co diamond encrusted watches and handcrafted crocodile hand bags to finish off your sweater. Not cheap, but loads of fun.

Lucien Pellat-Finet - now in Belgravia
51 Elizabeth St, SW1 - 020 7259 9996

by DW