It is a music store in Brick Lane. You can spend there the perfect Sunday afternoon, listening to lot of new good music, thumbing through cool books while relaxing in their café. Oh, and the Rough trade photo-booth is a must if you go there!
The outside displays are mysterious and inviting and reveal little to the magic that this place inhabits. Fantastic presentation and exhibition of garments and design pieces. It's an exhibition experience like no other. Not to mention it being the place to get most loving shirts in town. Don't forget to stop by the Rose Bakery for coffee and lunch. A hidden gem.