Dover Street Market London

At the outset of our second season at DSM London, we thought it was time to say a proper thank you to the team there. Noah was given the opportunity to create our own space in their store that felt like home, and operate it the way we wanted. This freedom and consideration is a testament to DSM’s unique place in the industry--a successful model that allows individual designers to represent themselves as they see themselves, not as others wish they were. We attribute this to the humanity and creativity of the people behind the scenes at DSM. We’re proud to announce another batch of DSM Specials for Spring/Summer 2017.

In keeping with the theme of causes we care about (and as a tribute to the centerpiece of our Dover Street space), we’ve focused on sharks once again. We’ve previously pointed out the irony of people being afraid of shark attacks when the animals themselves face a far graver danger from the human race.

Currently, the 5-year, global average of shark attacks of humans is 82 per year, of which only 4 are fatal. By contrast, an estimated 100 million sharks are killed by humans annually. Of those, 73 million are estimated to be from the barbaric practice of finning, or brutally cutting the fins off a live shark and dumping its mutilated body back into the sea. Since most of this is done in defiance of international fishing regulations, it’s impossible to get accurate data. But it’s clear that sharks as a species have much more to fear from us than we do from them.

As an apex predator in the ocean, sharks help keep various marine ecosystems in balance by preventing other species from overgrazing vital habitats. Their presence is a sign of ecosystem health, rather than some ominous curse. Since they’re slow-maturing animals that produce low numbers of offspring annually, they are being slaughtered at a faster rate than they can recover. It’s time to get over the stigma created by human fear and ignorance and do our part to help preserve this vitally important family of fish.

Noah and Dover Street Market London will donate 10% of the proceeds from this season’s Specials and 100% of the proceeds from a limited run of £2 stickers to Shark Trust, a conservation organization based in Plymouth, England.

The collection will release tomorrow, April 20th, 2017 both online at and at the Noah space in Dover Street Market, 18-22 Haymarket, London SW1Y 4DG, UK (Basement Level). Hours are Monday - Saturday 11AM - 7PM and Sunday 12 - 6PM.