The Store of Modern Childhood

Designed in collaboration with young people, The Store of Modern Childhood is stocked with bespoke items for the conscious consumer.

From schoolwear to streetwear, the pop-up shop displays custom garments and accessories that resound with British youth culture.

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Modern childhood video

Modern childhood video

Beyond the store

From watching the promotional ad, it should be clear this is not a normal store.

The unsettling products are not for sale, but rather represent the challenges children and young people face on a daily basis, including poverty, knife crime, bullying and sexual exploitation.

The hard-hitting installations are based on the findings of our Good Childhood Report and aim to shine an uncompromising light on the harsh reality of being a youth in Britain today.

A glimpse into what childhood's could look like

The changing rooms

Hidden in the back of the store is the changing room, a glimpse into what childhood should look like.

The colours, the poems, the artwork, the messages, all created by children and young people, shows that no matter what they’re going through, their optimism and hope is still there. With a platform, they can create a world we would all rather live in.

Store modern childhood optimism

Retaking childhood

Speaking to members of the public, many of them commented that the store was uncomfortably real and difficult to accept. The changing room offered them light relief. But it should be more than light relief, it should be a reality.

If more people listen to what children say about their lives and show them they matter, we don’t have to live in a world where anxiety concealer and stab-proof school vests are the norm. 

With support, children and young people can retake their childhoods and build better futures.