Anna Singh of Chinti and Parker

Anna Singh, together with her cousin Rachel Wood, set up the knitwear and clothing company Chinti & Parker in 2009.  Having recently moved their offices to King’s Cross, Singh gives us the lowdown on her favourite new hotspots.

Why did you choose King’s Cross for your offices?

We were previously based in Marylebone which was great for many years but we had definitely outgrown the office –  the team were all on top of each other! I had mentioned to a friend that we were looking for a new office and they recommended Tileyard Studios to us.  It’s ideally located and once I visited, I realised that there’s a brilliant community between the offices here, which is an added bonus. I wanted somewhere with an energy, somewhere the team would feel motivated and inspired.

Where do you go for coffee/brunch/drinks/dinner in King’s Cross?

There is a coffee van called Craft Coffee which is just by the station, they by far serve the best flat white. Other favourites are Dishoom, Caravan and El Pastor.

There are so many new restaurants opening in King’s Cross this month, which are you most looking forward to?

I’m really excited about The Coal Office opening in Coal Drops Yard.  I’m very interested to see what Tom Dixon and Assaf Grant conjure up.

Where is your secret place in the area?

There’s a wonderful Vietnamese restaurant on York Way just by our offices called Coba, they do an incredible Pho. Two Tribes Brewery in Tileyard Studios is also brilliant, they brew their own beer on site and is in the same space as our offices, which is always handy.

Which shops do you visit most?

I regularly find myself popping into Space NK and &Other Stories. If I need a last-minute gift, Neal’s Yard Remedies is very useful to have nearby. I also can’t help but find myself at the Crosstown Doughnut Stall by the station, one of my guilty pleasures!

How has the area changed?

Like many areas of London, Kings Cross has changed an enormous amount in the last 10 years. The move of Central St Martins from Southampton Row to Granary Square was a key turning point and then an influx of the world’s leading tech and digital leaders has brought an new energy and progressive energy to the area. Google, Facebook and YouTube, alongside many start-ups calling are driving a new dynamic and energetic vibe, naturally this then attracts new bars, restaurants and food markets. There is a real buzz when you’re walking to and from the office, we are all very excited to be here.

What advice would you give to others starting their own business in the fashion industry?

Stay true to your vision and your brand. Even if it sounds like an exciting opportunity short term. Think carefully about the long-term impact. You need to stay authentic and really get to know your customer, having a great product is simply not enough anymore, clients are savvy and must engage with the brand. As a brand you need to become a touch point on a bigger journey that the clients are curating themselves. This has been the biggest shift in the last 5 years in the industry. Overall you need to ensure you know your market, in the same detail that you know your product.

Can you tell us about any future C&P collaborations coming up?

We have recently done a collaboration with British artist Caroline Popham which was amazing. She was fantastic to work with. The launch of our Holiday Capsule is coming next month and also our first official Ski Capsule collection. On top of all this, we are in the process of launching our Pop-Up shop on Westbourne Grove, Notting Hill in the middle of November.  It’s all go go go here! Oh and finally look out for a very fun collaboration next August, it’s going to be a big year for us as 2019 is the 10-year anniversary of Chinti & Parker.

— Francesca
24th October 2018