Though Shoreditch, in London’s East End, is hardly lacking for creativity and retail destinations, the advance of excess can be felt in the presence of international franchises that now compete for space with true independents. Entrepreneurs Romain Camus and Alev Lenz aim to buck that trend with their shop One Good Deed Today (OGDT) that showcases innovative young brands and designers selected for their ethical, sustainable and design-led approaches. The retail space was designed by local studio Nice to be Nice, using a simple palette of materials along with a vibrant colour scheme and playful geometric shapes to create an inviting environment. Fresh doughnuts from local outfit Crosstown, as well as coffee from Berlin-based Bonanza, are best enjoyed in the adjoining outdoor terrace and garden.