Christopher Shannon has affirmed his position as one of London’s quickest rising menswear designers with the launch of his own online store.

“I have wanted to do it for ages but have been so busy with other projects, now just seemed the right time to take a bit more control,” Shannon told us. “People contact us directly trying to find pieces all the time and it seemed stupid to not embrace that. Also, UK stores are so faddy with newer designers and I wanted to make sure the product was available here with an edit of the collection that we are in charge of.”

The e-commerce platform has kicked off with the SS15 collection – that same one that saw Shannon brilliantly output the dev’d angt of mid-teen reality via his graffiti shirted, CAT booted boys. The spiritual junk we collected and assigned to our identities then, reignited as the clothes we want to wear now.

The step is in line with a growing wave of young designers prioritising their own digital presence, acknowledging their ability to grow and strengthen their following regardless of geography.

“I think designers will move more and more into direct sales,” said Shannon. “I remember finding out that instead of renting retail space Giorgio Armani would always buy the building. It’s quite hard out there and designers in London are dropping all the time, you have to find a way to invest in yourself.”

To celebrate the launch of the site, Shannon has released a special edition of the Embarro Mental jumper. The ultimate ciggy knit, reworked and exclusively available online. (Get in line.)

Christopher Shannon SS15 is now available online here.