Full video

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[Music]

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thank you

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hi I'm Jonathan Anderson and this is a

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great little place I know

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there's a sort of energy in SoHo which

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is kind of like a Melting Pot of

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everything it's like incredibly diverse

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it is incredibly uh there is an energy

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about it and I think that is what is so

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great about Soho this is kind of like

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it's not a perfect landscape it is kind

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of like this like uh mesh of different

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things I think the vibe of Soho that

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ties in

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to JW Amazon is this idea of a it is

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kind of like a cultural Patchwork

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somehow it is it's about tensions it's

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about meetings of different diversities

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different genders and and people from

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around the world you get a bit of

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everything and I think with JW honest

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and it has always been about this like

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kind of cultural agitation you know

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looking at culture and reflecting in

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different ways

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um I think it goes back to when I first

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started my brand this idea of a shared

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wardrobe that they're you know it's not

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about

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is not about your gender it's if I do

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like something you know does it work for

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you and I think that's what Soho is

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about you know you have like a sexual

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sharp you have a Starbucks you have a

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tea shop you have Maison Bato I was kind

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of looking at authenticity within Soho

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when you look at me some butter that is

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the original building this original

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where it was

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um because ultimately during the second

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world war parts of London were blitzed

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um so that's where you have moments of

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like Georgian architecture and modern

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architecture and the kind of George's

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sensibility and modernist Sensibility

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and there's a romance to it um there's

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this idea of debauchery and

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non-debortary which I think is

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interesting there's a kind of it it

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still has that kind of tension and when

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I was

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in maybe you get this feeling well you

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have to do what is real for the area

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there is something I think

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for me not living in London and coming

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here it was something so quintessential

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like British somehow like it was very

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you know the amazing woman there there's

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an amazing photograph of her in the

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bathroom where she's got like her

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breasts out and she's got like a scarf

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um flying in the wind there's something

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that you know when I look at Heroes of

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mine like when you look at people like

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Lucian Freud and Francis Bacon you could

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feel like this part hadn't changed you

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know there's many streets in SoHo that

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you go down you could be in a Jacka

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Ripper novel you know it still has that

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you know sense of angst and and you want

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those characters and Soho there's you

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know these people who

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um can tell you the past a long long

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long time ago when I first

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um moved to London I remember

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sitting in there and I remember seeing

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Lucy and Freud walking down the street

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outside of it and I thought wow this is

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sort of you know like wow this is really

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is Soho I think upstairs is sort of like

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it really feels like you're going back

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in time in a weird way more I don't know

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it's sort of if you sometimes it's nice

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to be in that little booth as you go on

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the left but when you go upstairs it

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sort of feels like it really feels like

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a reading Society or a book club I hope

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with Jay to be honest and that we get

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that the idea that you come in to even

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even if you don't buy them just talk

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someone you know some you know like I

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think the best stores are the places you

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know I go to like a an antique store

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with a woman called Hillary I'm just

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going in sometimes I don't maybe I

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haven't bought something but I'd like to

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go and talk to her

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um I think it's a very kind of British

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thing to do you know like it's very old

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school to go into a store and you know

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that you go to a regularly and you build

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relationship I think Maison Bato has

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that it has that kind of family feeling

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I mean what they make is really good you

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know I think uh never underestimate the

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power of food if it's good

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I would at least have three or four pots

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of tea

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first of all I'm usually an eclair I

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don't know I have I have a very very

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sweet tooth I think anything that kind

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of looks like it's full of cream and

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chocolate and and I think you know by

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just looking in the window I think

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whatever

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you feel that is going to you know

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sweeten your tooth is the best way to do

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it you know because everything is really

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good anything with cream in it is good

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thank you