Ying Suen and Jules Volleberg

APOC Store is a boundary-pushing fashion marketplace founded during the pandemic to empower emerging designers through a direct-to-consumer model. Eschewing the traditional wholesale model, APOC offers pre-orders, made-to-order pieces, and one-offs, relieving designers from the pressures of minimums, seasonal delivery windows and overproduction.

Since its launch, APOC has grown from a roster of 50 designers to nearly 300 by mid-2024, becoming a platform for independent labels worldwide. Its lineup includes Jawara Alleyne, known for his upcycled, safety-pin couture worn by Rihanna; Sun Woo, whose architectural pop-up garments bridge sculpture and apparel; and Harri, famous for surreal, inflatable silhouettes. Other standout names include American designer Elena Velez, Grace Gui’s silkworm-farmed angora knitwear, and experimental labels such as Kepler, Benny Andallo and Gauntlett Cheng.

In 2022, the retailer launched the APOC Grants programme, offering £1,000, mentorship, and platform support to marginalised creatives. 

After a successful pop-up, APOC opened a brick-and-mortar studio in East London’s Regent Studios in 2025. The appointment-only showroom complements its digital-first presence, offering designers a physical space to connect with press, clients and buyers on their own terms.