Liberation at 20: Libidex store celebrates 2 shoptastic decades!

LIBERATION AT 20: LIBIDEX STORE CELEBRATES 2 SHOPTASTIC DECADES!

Last month, Liberation, the Libidex boutique at 49 Shelton Street WC2H 9HE in London’s Covent Garden, celebrated its 20^th anniversary. Today, it can still claim to be the only latex store in central London.

Famous as a 'must visit' destination for London's latex tourists, it has been featured numerous times on TV shows and in the press, with London events magazine TimeOut dubbing it ‘the coolest kink boutique in town'. Students of fetish history might also be interested to know that the shop’s location is only a stone’s throw from the Dryden Street premises where John Sutcliffe ran his legendary AtomAge fetish clothing and publishing business between 1967 and 1983.

Liberation at 20 is different from when it opened in 2004. Then, it was notable not only for the wide selection of Libidex latex clothing to be discovered in its basement (occupying a substantially larger area than the premises’ ground floor). From the start, the store was also notable for its stock of accessories, gifts, fetish-adjacent sex toys and some antique items collected by Libidex’s owners Simon Rose and Nigel Walker while on their travels.

Some of these antiques had kink relevance, while others just imparted a quirky coolness that helped to distance Liberation’s image from that of other ‘adult’ stores. Liberation could certainly lay claim to being the only fetish store to boast a complete stuffed crocodile — a distinct step up from the odd crocodile handbag or pair of crocodile shoes that might be found in other establishments!

Top image: Jean Paul Gaultier, pictured at Liberation with Latex Peach in 2019, is one of many celebrities who’ve visited Libidex’s flagship Covent Garden store over the last two decades

Liberation’s launch and other memories – by Simon Rose

Early interiors of Liberation, when the store featured quirky antiques including a stuffed crocodile alongside its more obviously kinky merchandise

The Covent Garden shop had replaced Libidex’s earlier showroom in Hampden Close behind Kings Cross. That place was tiny but had started to attract customers, along with (rather less welcome) prostitutes and drug users who used to bang on the back door. “It gave us a taste for bricks and mortar retailing,” says Simon. “The Libidex website was starting to get going, but we thought some customers would prefer the personal touch — to be able to feel and try on stuff, and have a chat.”

However, finding affordable shop premises for this purpose was quite a challenge. “We had searched everywhere for over a year. I was dating somebody down the road and walked past a children’s clothing shop In Shelton Street that wasn’t taking off, and suddenly had a ‘to let’ sign in the window.”

Libidex took over the premises, which opened as Liberation in October 2004 — although not without some local opposition, Simon recalls. “At times we had people complaining, and phone threats from a not-very-Christian Christian. Even our neighbour, who shared our mutual porch and landlord, would try to remove our flyer rack — but the landlord stood up for us. In the main though it was well-received; I would talk to black cab drivers and they would all know the place and were impressed!”

The layout of the premises, with its compact ground floor space, presented a challenge from the start. But, determined to make maximum use of the “little oasis” it had secured, Libidex was able to turn what could have been a disadvantage into a positive attraction. As with many London premises of similar age, 49 Shelton Street had coal vaults extending under the pavement, “which was great” says Simon. “We had to reclaim them and did a good job despite the odd leak.”

Just two of the many customers who’ve tried on latex in the dungeon-like basement of Liberation over the years. images from April 2016 (left) and April 2022 (right)

For some inexplicable reason, descending the steep, narrow stairs down to the vaulted basement full of fetish clothing seemed to give some customers quite a thrill. “We’ve created more rails over the years so we can have more clothes. It might be crammed but I think as we are one of only a few in the world, our visitors are happy to work with it.”

Given the cosmopolitan trendiness of the Covent Garden area — home to fashion brands, restaurants, clubs, venues, dance studios and the like — you probably wouldn’t be too surprised to learn that Liberation enjoyed visits by figures from the celebrity world. Among these were Jean Paul Gaultier (see top of page), Alexander McQueen, Gwok Kwan and Neneh Cherry (with her stylist), as well as other familiar faces from the acting, broadcasting, design and music fields.

Early sales at Shelton Street were slow, “but we soldiered on” Simon says. The store tried stocking all manner of items including products from other labels. In its earlier times, it also did a lot of promotion for fetish events in London and beyond, including selling tickets. But in today’s world of online ticket-buying, that service is no longer provided.

Two views rails packed with latex  at Liberation. Right: The photo on the wall at the back of this picture is Bob Carlos Clarke’s portrait of famous fetish model Emily Marilyn wearing Libidex latex for a Skin Two magazine cover story shoot

Today, it’s not only ticket sales that are a thing of the past, says Simon. “There are not really many fetish antiques — there’s just a lot more rubber! In the end, we thought: stick to what we are good at — latex clothing! We were able to up our production and gradually build stock to the extensive range/offering we have today.”

As many readers will know, 2022 saw the launch, post-pandemic, of Libidex’s online sister company Liberation-X, an idea that grew from observing how the lockdown era had changed people’s shopping habits. Libidex saw that Liberation’s trade in ‘non-clothing’ products suggested that there was potential for a substantial new business selling toys and accessories online.

Thus Tiago and Debbie, who had been running the Liberation shop, moved to Libidex’s Islington HQ to create and run the online Liberation-X from there, while the shop has been refurbished and is now managed by Lily, who transferred there from Islington. And for the avoidance of confusion, the Liberation-X online operation is entirely separate from the Liberation shop and does not carry the same stock!

So for this article celebrating Liberation at 20, we’ve spoken not only to Libidex owner Simon Rose but also to Debbie, Tiago, Lily and Liberation’s previous manager Rogerio (who now also works at Islington), to capture memories from their respective times at Liberation. Their reminiscences below are in chronological order of tenure, starting with Rogerio, manager of Liberation from 2006 to 2014.

A small selection of the many different accessories – including hats, shoes, boots, collars, cuffs, masks, greetings cards and care products – sold by Liberation at various different times

Looking back on my time at Liberation – by Rogerio

Rogerio, who is now Libidex e-marketing and sales manager after moving from Liberation, says:

“When I took over the management of Liberation in 2006, it was already a busy shop. We had customers of all ages and genders. And we were especially popular with crossdresser customers. It was a big melting pot of all nationalities, occupations and sexualities, with one thing in common: their interest in latex clothing.

“We sold off-the-peg items, as well as taking website orders. It was particularly busy during Valentine’s Day, Halloween and especially during Torture Garden’s Birthday Balls. This was when we still sold tickets for all the important fetish clubs in London and even some abroad like Wasteland.

“Liberation customers were an exciting hive of sexually liberated people who knew what they wanted but most importantly knew exactly where to get it. Our Best Sellers, or latex essentials as I call them, were and still are some of our most popular items both for Liberation and the Libidex website.

“When I worked at the shop, the main difference between our shop and website customers was, I believe, that the sales at Liberation were more towards party outfits for the many fetish parties. Liberation is still very popular with the jet-set fetish tourists that often come to indulge in the vibrant UK fetish scene.

“Gifts, toys, and accessories were also among our most popular sales during my time at Liberation. Our customers were looking for something immediate — they wanted to score a brand new and shiny ensemble to live their latex fantasies on that same night or weekend. Their urgency was so spontaneous and electrifying. Website customers tended to be people who were planning further ahead.”

Some of the many eye-catching window displays featured by the Shelton Street store over the years

Looking back on my time at Liberation – by Tiago

Tiago, who is now in charge of Liberation-X social media and post sales after moving from Liberation, says:

“I worked at Liberation over 15 amazing years. I can surely say that Liberation is one of the few unique shops in London, not just a shop but also a tourist destination, being a stop point for so many people while visiting the capital. In my time at Liberation I saw people from all nationalities and walks of life — young folk to senior shoppers, celebrities to ‘family orientated’ types.

“Liberation was never ‘another day in the office’ job for us; it was always full of pleasant surprises and enjoyable tasks. One of the most anticipated jobs was always dressing our renowned window displays. We used to plan them well ahead; our biggest target was to add a pinch of naughtiness to entice the street’s passers-by not just to glance at it but to really notice us.

“Over the years I heard so many different comments from customers — some of whom I call good friends now. One of the most common customer comments was: ‘This is like an Aladdin’s cave’. Our clients used to love our ‘dungeon-inspired decoration’. One very enthusiastic American customer observed, right after he walked in: ‘It is much more than I ever imagined. I just love all the mysterious surroundings, and the latex smell makes everything magic’.

“We used to say that Halloween was our Christmas time! Our customer numbers used to triple at this time of the year, therefore all the preparations used to be planned well ahead, having in mind it was followed soon by Black Friday and Christmas.

“Customers would often ask ‘What would suit me better and which colour should I go for?’. I was always happy offering assistance and direction, while emphasising that the final decision must be theirs to make. At the end of the day, you must be comfortable and feel like a million dollars while wearing your latex garment. It should be all about you, feeling confident, sexy and gorgeous.”

Centre: Shop front reflecting Liberation at 20. Left and right: The sort of sights that have sometimes awaited visitors to the store

Looking back on my time at Liberation – by Debbie

Debbie, who is now in charge of buying and pre-sales at Liberation-X after moving from Liberation, says:

“The shop felt very much like a kinky oasis in the middle of Covent Garden, with an exciting sense of the forbidden and a touch of the Old Curiosity Shop. It was always a joy to watch faces light up as they entered the store. Customers would inhale deeply, taking in the intoxicating aroma of latex emanating from the basement. The smell of the latex and the sight of all the naughty accessories would very often make them squeal with delight.

“We had a real diversity of customers... from 18 to 80, very often newbies, whom we would immediately put at ease. We’d select simple latex outfits, easing them in gently until they’d really got a feel for it, and it wouldn’t be long until they’d return for their latest fix, consolidating their latex wardrobes and excitedly planning which fetish club they’d be attending next.

“I remember one elderly crossdressing gentleman who wasn’t on the internet and would pop into the shop regularly for advice and guidance on which clubs would be suitable for his tastes. I’d usually have the London Fetish Scene calendar up on the computer screen and talk him through each event, suggesting outfits from our stock. He always left with a new dress and a big smile. It felt hugely rewarding to be servicing the community in a very hands-on way.

“One Christmas a well-known British actor happened to be passing and spotted an antique brass hour-glass in our window, which he purchased for his wife to add to her collection. I encouraged him to come downstairs to look around but couldn’t persuade him to try anything on... latex really wasn’t his thing! However, he did point at a gas mask and told me it reminded him of when he was a kid… he’d  found an old WW2 one, while out playing on the bomb sites in South London with his mates.

“During lockdown my role in the company shifted as we worked towards the launch of Liberation-X, our online sex toys and BDSM accessories website. I’d always enjoyed buying for the shop and now focus my energies on sourcing on a much larger scale. Finding new and exciting products for the site is still a constant thrill and spending less time on my feet is always a winner!

Going bats! Léa Mortelle dressed by Libidex and Liberation-X at one of this year’s Torture Garden Halloween Balls

Looking forward to a new era of Liberation – by Lily

Lily has taken over management of the Liberation store after various roles at Libidex HQ

After the long and challenging period of covid closures, Liberation reopened its doors on July 1 2022. Taking over the store was both a privilege and an exhilarating challenge for me. We knew it was the perfect opportunity to refresh Liberation’s look and enhance our customers’ shopping experience.

Our goal was to transform Liberation into a brighter, more updated space while maintaining the unique fetishy atmosphere that our customers love. The new layout was designed not only to look luxurious but also to be practical, allowing us to accommodate more stock. This change was crucial as Libidex had started launching new collections more frequently, requiring additional space for the ever-growing range.

The transformation has been a resounding success. It's been absolutely amazing to welcome back our loyal customers and meet the many new faces who have discovered Liberation at 20 for the first time. The feedback has been overwhelmingly positive, with many appreciating the blend of luxury with the distinctive character that Liberation is known for.

The revamped layout and improved storage system have allowed us to cater to a wider audience, enhancing the shopping experience for everyone who steps through our doors. Looking ahead, we are excited about the future and are already planning further expansions.

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