Images from ifeelsmug
SMUG is the brainchild of Islington local Lizzie, who remembers spending her pocket money in Camden Passage as a little girl. Lizzie redesigned the old shop and branded SMUG herself. She has transformed the building into a light and airy space styled like a home filled with great design. The space retains its oldwaxed boards and rusty manhole covers, but introduces sheets of glass as balustrades and portions of the floor, allowing light to penetrate the downstairs of the retail haven. The Guinea Pig logo that customers have come to know and love is now almost synonymous with what SMUG is and stands for and continues to appear on many SMUG exclusive products.
As well as designing, sourcing for and running the shop, Lizzie continues to work on collaborations and personal projects.