AIDA opened its doors in April 2012 as a result of four sisters' vision to create a store that offered something more than your average high street shopping experience. Named affectionately after their Nan, AIDA was built around family, community and connection, and these values remain at the heart of everything we do.

The shop floor was designed not only to showcase a unique edit of independent brands, but also to be a platform from which other people could share their passions and talents. Playing host to a range of charitable events and collaborations, the sisters' aim is to continue exploring ways of celebrating people and style through meaningful outlets.

The store itself sits in the heart of cosmopolitan East London and offers a range of menswear, womenswear, homewares, shoes and accessories ‐ but that's not all. AIDA has its own coffee shop at the front of the store, a place for people to meet, relax and slow down a little. The cafe is now an integral part of the AIDA community, keeping in line with our vision to provide something different to the norm.