Icon - Arrow LeftAn icon we use to indicate a rightwards action. Icon - Arrow RightAn icon we use to indicate a leftwards action. Icon - External LinkAn icon we use to indicate a button link is external. Icon - MessageThe icon we use to represent an email action. Icon - Down ChevronUsed to indicate a dropdown. Icon - CloseUsed to indicate a close action. Icon - Dropdown ArrowUsed to indicate a dropdown. Icon - Location PinUsed to showcase a location on a map. Icon - Zoom OutUsed to indicate a zoom out action on a map. Icon - Zoom InUsed to indicate a zoom in action on a map. Icon - SearchUsed to indicate a search action. Icon - EmailUsed to indicate an emai action. Icon - FacebookFacebooks brand mark for use in social sharing icons. flipboard Icon - InstagramInstagrams brand mark for use in social sharing icons. Icon - PinterestPinterests brand mark for use in social sharing icons. Icon - TwitterTwitters brand mark for use in social sharing icons. Icon - Check MarkA check mark for checkbox buttons.

New Features on Our Memberships and Subscriptions

You are reading

East London Cloth: Purveyors of Household Linens, Made to Last

Search

East London Cloth: Purveyors of Household Linens, Made to Last

Vincent Dolman November 16, 2022

Gemma Moulton launched East London Cloth in 2020 with her grandmother’s advice in mind: “Make things that people will need.” Since then, the fabric merchant, maker, and designer has become the go-to for handmade, timeless curtains, blinds, and household linens.

over the past few years, gemma has steadily led the revival of the café cu 9
Above: Over the past few years, Gemma has steadily led the revival of the café curtain. Lightweight and plain, café curtains hang straight by a pole, loops, or rings and are used to cover the lower part of a window. Unlike shutters, they provide privacy while allowing light in. The overall effect is softer, more nostalgic, but practical nonetheless.

Gemma’s aesthetic is elegant but unfussy, loose yet quietly luxurious. “I spend a long time thinking about the longevity of our designs,” she explains. “They should sit quietly in the background and last for a really long time.”

This autumn, in response to the increasing demand for her beautifully made, understated household linens, Gemma and her husband, Ben, have opened a shop, showroom, and workroom on Vyner Street, a historic cobbled street on Regent’s Canal, East London.

gemma moulton outside east london cloth on vyner street. east london cloth is o 10
Above: Gemma Moulton outside East London Cloth on Vyner Street. East London Cloth is open by appointment during the week and open to all on Thursdays until late and on Saturday mornings. Visit East London Cloth to book an appointment.

Once the epicenter of London’s rag trade, Vyner Street is now home to a thriving creative community of businesses, shops, studios, and galleries. “In our own unique way, we want to bring back making to the East End,” says Gemma. “We want to ensure it’s celebrated, valued, and, most importantly, continued.”

initially, gemma envisaged the front of the premises as the shop and showroom,  11
Above: Initially, Gemma envisaged the front of the premises as the shop and showroom, with the workroom tucked out of sight. She soon realized that the making of each product was integral to her offering. Hence, the sewing machine and making table now take center stage.
counter curtains designed to fit a standard kitchen unit will soon be available 12
Above: Counter curtains designed to fit a standard kitchen unit will soon be available to buy readymade in store.

Inside, customers will find a traditional shop counter piled high with household linens. Shelves of fabric samples, trims, sundries, and hardware provide the backdrop to the thriving workshop, where Gemma’s team of makers transform fabrics woven in the UK into practical heirlooms. The full range of dinnerware and bedding will be available to purchase off the shelf, as will café curtains and set length poles in brass and steel.

next to launch will be a &#8\2\20;cut and collect’&#8\2\2\1;serv 13
Above: Next to launch will be a “cut and collect’”service, where café poles can be cut to size while you wait.

“We’ve now started dedicating a little bit of time each week to make ‘shop exclusives,’” explains Gemma. “This week, for example, we used some dead stock fabrics to make bolster cushions. We’ve also started to work with more local makers, who will be making their own goods using our fabrics.”

The shop—with its smart burgundy frontage and reassuring hum of industry—will also play host to a series of Saturday pop-ups and workshops, from wreath making at Christmas to book-binding using off-cuts of East London Cloth fabrics.

a personalized café curtain, embroidered in distinctive handwriting. 14
Above: A personalized café curtain, embroidered in distinctive handwriting.

This autumn, East London Cloth launches a partnership with embroiderer Cressida Jamieson. Together they’ve created a range of personalized, hand-embroidered tablecloths, café curtains, pillow cases, and napkins. Called “Family Linens,” each individually stitched piece is made with soft Irish linen and a choice of embroidery colors and techniques. Names, dates, handwritten messages, even unique drawings can all be stitched into the fabric to create a one-of-kind memento.

personalized pillow cases. 15
Above: Personalized pillow cases.
the family linens collection starts from £46 and will be available via eas 16
Above: The Family Linens collection starts from £46 and will be available via East London Cloth from November 17th.

For more, head to East London Cloth.

You need to login or register to view and manage your bookmarks.

Have a Question or Comment About This Post?

Join the conversation

v5.0