The answer to, When is a White T-shirt not just a White T-Shirt ? Well, basically when it’s a Selfridges exclusive Designer T-shirt as part of their ‘NO NOISE’ initiative. No Noise centres around the re-launch of its legendary Silence Room, first created by the store’s visionary founder, Harry Gordon Selfridge, Yes him of the hugely successful Sunday night drama on ITV, in 1909. The new Silence Room presents a fresh take on the original model but with the same purpose: providing an oasis of quiet for those eager to take uno momento to pause and switch off from the hard toil of retail therapy. Designed by renowned architect Alex Cochrane, famed for his work on amongst other projects Sotheby’s and Heathrow Airport. This serene space will be created to encourage a mental detox and visitors will be asked to leave shoes, mobile phones and 21st century distractions at the door, how very zen.
For anyone who hasn’t seen the period drama, Mr Selfridge, the aforementioned retail maverick was known for not only revolutionising the way we shopped but turned the experience from a necessity into very much a leisure pass time and experience within itself. In the purist spirit of No Noise, six leading international fashion brands(Dries van Noten, Jonathan Saunders, Raf Simons, Paul Smith, Marni and Hunter Gather) have created limited- edition men’s white t-shirts – each with unique design details, such as Dries van Noten’s season-defining camo print and a bold embossed ‘X’ on Raf Simons’ style, making them covetable collector’s items.