Cool Britannia Goes Virtual With Launch of Online Fashion Boutique Its My Generation

London: A new website for label lovers with an eye for up and coming designers has launched in a burst of cool Britannia style. is an online boutique packed full to bursting with a lust-worthy selection of womanswear, menswear, accessories, jewellery, homewares and gifts.

Individual, unusual and quirky, each fashion forward product sold through Its My Generation is crafted by emerging designers from the length and breadth of the British Isles. The concept behind the site is simple; to showcase the hottest home grown talent and provide new designers with an affordable route into the homes and wardrobes of the nation’s army of shoppers. With prices ranging from £8 to £350, Its My Generation guarantees buyers one-of-a-kind style on a high street budget.

Katy Cox, Managing Director said, “As an independent online boutique, Its My Generation is an exciting new destination for online shoppers with a passion for the quirky and the stylish. By steering away from mass produced and high-end designers, we’ve delved deep into the incredibly talented portfolios of recent design graduates to collate unique fashion and lifestyle ranges at prices that won’t break the bank. There is so much untapped talent in the UK that every day is full of new discoveries. Already feedback from shoppers and designers has been incredibly positive and we can’t wait for the Autumn/Winter 2012 collections to hit the site.”

With no insertion fees and low commission rates, has given equal prominence to users on both sides of the catwalk. Shoppers can stock up on unique pieces that won’t be found elsewhere without paying luxury goods prices while designers can take advantage of low commission structures and full price control. Unlike many boutiques, designers wishing to flaunt their couture at are not required to pay a listing fee, keeping costs low for independent producers.

The site has already attracted a number of ones to watch, with exciting new talents across every department. Those with a shoe fetish are sure to fall in love with the electrifying shapes of Yull Shoes and Stasia Shoes. Men with a passion for fashion are encouraged to form their own style tribe with street-inspired offerings from Kear & Ku, Dasmarca and Seymour Greene. For seriously cool lounges and sultry boudoirs, lux handmade cushions, cosy woollen throws and glassware get a style makeover courtesy of lifestyle designers including Kaigami, Alison Brent and Nadia Sparham.

William Bolivar, Co-Founder said, “In the last few years we have seen a shift in people’s interested towards British products and that’s where the concept was born from, to build a online boutique with one purpose in mind to truly support new home talent but equally important to give the customer an experience at the moment of placing an order.”

For more information, please visit

Please direct press queries to Rebecca Appleton at Dakota Digital. Email or Tel: 01623 428996.

About Its My Generation is a remarkable new online shopping experience which showcases the latest in fashion and design from up and coming designers throughout the UK. We have designers with beautifully made collections eagerly awaiting for you to see them.

The Its My Generation team scours the country to uncover the latest trends in womanswear, menswear, gift ideas and lifestyle. From t-shirts made from organic cotton to jewellery made from semi-precious stones, Its My Generation brings you the very best in fashion and design.



  • Dakota Digital