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Had the atmosphere been more relaxed at Start I'd have been tempted to remove my shoes and recline on a pouffe. Start was set up in 2002 by husband and wife team Philip Start and Brix Smith-Start, and there are now three of them on east London's Rivington Street.

Start is well edited for the area it serves. Labels including Acne Jeans, Vanessa Bruno, Maison Martin Margiela and 3.1 Phillip Lim suit the budget and blithe tastes of the chain's east London customer. So it was no surprise that all that was left on the sale-rail was Stella McCartney and Jil Sander. The latter was a silk dress down from £595 to £299 — more South Molton Street than Rivington.

Staff: smiley and helpful.

Changing rooms: showy and colourful, like the rest of the shop.

Quality and price: the labels are all bought in by the store and prices are no higher or lower than Selfridges or Harvey Nichols.

My pick: Shearling Rita biker jacket, £750.