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FAB.LONDON Birthday: Seven years of fetish retail in Camden
FAB.LONDON BIRTHDAY: founder Max Deviant and partner Marnie Scarlet, in her Laser Cut Latex Set made exclusively for FAB
FAB.LONDON BIRTHDAY: SEVEN YEARS OF FETISH RETAIL IN CAMDEN
FAB.LONDON, the fetish/alternative store launched by our ex-Libidex colleague Max Deviant back in 2016, has just notched up its seventh birthday as an independent retailer in London’s Camden Stables Market.
Originally called FAB (Fetish Alternative Boutique), the shop started out sharing a modest retail unit with a kink-friendly hairdresser. Even so, at launch, Max managed to pack more than two dozen brands — ranging from fresh new designers to well-known fetish names — into his half of Unit 87-E.
Interior view of FAB.LONDON store in current first level location at Unit 99a Camden Stables Market, Chalk Farm Rd, London NW1 8AH
With Max and his partner Marnie Scarlet (still an important member of our Libidex design team) among the best known (and friendliest) couples on the London scene, the venture enjoyed the support of a great number of industry people. In the age of internet retailing, the arrival of a new bricks-and-mortar fetish shop, however compact, was something to be celebrated. And of course Camden was a great retailing location.
The business thrived — to the point where, some 20 months later, FAB was able to start the process of relocating to a much larger, sole occupancy space at Unit 456 in the basement of the Stables Market next to Cyberdog. The new store opened on March 21, 2017 with a typically well-attended ‘Max and Marnie’ launch party sprinkled with a predictable amount of fetish celebrity stardust.
Ada Zanditon’s PVC Cage Bra and Collar Set with Chains (left), and Bloodlust Clothing’s Starman vegan leather Bralette
With a lot more space, Max was able to increase the brands he stocked. While continuing his main focus on pieces from small, independent artisanal clothing/accessory designers and artists (including some exclusive styles by Marnie), he was, to his great delight, now also able to add footwear in the form of a selection of Pleaser shoes and boots in both male and female sizes!
The expanded store in its new location quickly became a fetish shopping fixture — a must-do both for Londoners and visitors from far and wide. It offered good potential for in-store events, among which, in June 2019, was another memorable FAB gathering. This one marked the opening night of LA photographer Steve Diet Goedde’s UK tour promoting his new book Extempore, published by Circa Press.
Am Statik’s Latex Snood Top (left), and Chicago photographer Alejandra Guerrero’s book Wicked Women, published by Circa Press
Like many ‘non-essential’ retail businesses, FAB struggled when Covid hit. But it managed to keep going, with Max using lockdown to work on his long-promised website and continue developing the online retailing potential of his Facebook presence.
In June 2021 the shop, now rebranded as FAB.LONDON, moved again — to its current upper level Stables Market location at Unit 99a. It would be another year before the FAB.LONDON website went live, but with the subsequent addition of an Instagram page, the business can now claim to have fully embraced both bricks-and-mortar and online fetish retailing.
Amentium’s Strapless Latex Mini Dress (left), and Broke Boutique’s upcycled Reverse Bra and Knickers Set
Today FAB’s Facebook page — still its primary notice board — is an almost daily source of announcements of new stock additions and special offers, and a testimony to Max’s keen eye for fetish/alternative creative talent.
Just scrolling down most recent Facebook posts around the FAB.LONDON birthday revealed promotions for items as varied as Alejandra Guerrero’s photo book Wicked Women; Broke Boutique’s upcycled Reverse bra and knickers set; Bloodlust Clothing’s Starman vegan leather Bralette; Angelic’s Zeus leather face mask; Scott McDonnell’s Byzantine chainmail flogger; artist Ananda Sanchez’s digitally printed Shibari artwork; Amentium’s latex Strapless Mini Dress; Am Statik’s latex Snood Top; Ada Zanditon’s PVC Cage Bra and Collar Set with Chains… the list goes on and on.
Scott McDonnell’s Byzantine Chain Flogger (left) and Angelic’s Zeus Leather Face Mask
The ever-growing, ever-changing FAB.London stock regularly features new pieces and lines exclusive to the store, as well as discounted stock across its whole range. So here’s wishing Max and Marnie a Happy FAB.LONDON Birthday — and a long life to this veritable bazaar of the bizarre and beautiful in bustling Camden Town!
L-R: Miss Katie London Classic Overbust Corset; Rose Noir Patterned Latex Crop Top and Skirt; TG Clothing Galore Latex Catsuit