Lucy and Yak, founded by Lucy and Charlie Greenwood in 2017, already has its flagship store in Kensington Gardens, Brighton, but is expanding.
The new store will take the place of England At Home, a gift shop in Ship Street which closed in September after more than 30 years.
This will be its eighth store after recent openings in Manchester, Cardiff and Nottingham.
Lucy, who the brand is named after, said: “We have such a broad customer base and wanted to find a way to speak to more people.
“A concept store is something I’ve always wanted to test as a playground for sustainable conversations, workshops and events – this will be our sustainability flagship.
“Our colour-led, joyful shop in North Laine, Brighton, will still continue to speak to our bolder customer, with our new toned down and sustainability focused location in The Lanes for the more earthy customer, like myself. I can’t wait to see where our journey takes us next.”
The “Yak” in the name comes from the name of co-founder and brand director Lucy’s beloved caravan.
The concept store will be the main space for sustainability events for the brand.
There are plans to hold workshops and panel talks at the store and it will stock “a curated edit” of Lucy and Yak’s core collection to shop.
Lucy and Yak rose to fame with its unisex and often brightly coloured dungarees.
Lucy and her partner Charlie have previously spoken about a trip to New Zealand which inspired them to create their brand.
The pair made money by collecting disused t shirts from lost property at hostels and using the fabric to make tobacco pouches.
Returning to the United Kingdom, Lucy began to sell vintage clothing on Depop.
The brand focuses on being eco-friendly and ethical and its tailors are paid four times the state minimum wage in India. Its factories operate on solar energy.
The store in the Lanes Brighton will open on Friday, March 22.
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