A clothing store specialising in vintage items and collectible streetwear is set to opened its doors in Newcastle's Central Arcade.
Waceland has been founded by 24-year-old Georgia Stanley. who has been running the business as a pop-up store for the last few years.
But after finding success as a pop-up Ms Stanley took the decision to give the company a more permanent home when a unit became available inside the Central Arcade. The site previously housed jewellery company Bcharmd, which closed its physical shop in April in favour of an online store.
Ms Stanley said: "We sell vintage clothes and streetwear. The vintage is a lot of American clothing and we go to America and travel to Los Angeles and New York to stock up. We also get stock from all over the 海角视频.
"We hand-pick the clothing we think is appropriate.
"We sell men's and women's items. It's mainly T-shirts, jackets, hoodies, casual clothing, and collaboration pieces."
Collaboration pieces are highly prized by streetwear collectors. The items see high profile US streetwear brands partner with other companies and designers to create limited edition items of clothing. This strategy has been used famously by Supreme - a US company famed for its red block logo - which Waceland stocks.
Selling rare clothing items has proved a strong business plan in Newcastle city centre, with rival retail firm END also opting to sell the high price tag items.
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Ms Stanley is hoping the physical store will prove a success and believes the new shop's location perfectly suits the brand.
"We have been doing pop-up stores," she said. "We did one on High Bridge - we were there between October and January and we did one on Grey Street during the summer before.
"The Central Arcade store is semi permanent. We will be there until Christmas and then we will see how it goes. We think the location is great.
"It is a good location and the vintage side works well there because the arcade has a lot of history to it."