Key shift 1960s style comes out swinging in 2024

Barbara Streisand once waltzed in without ceremony, Jimi Hendrix was a customer and John Lennon's white limo would sometimes pull up outside.

Salman Rushdie called it his "sixties education in cool". Granny Takes a Trip, the Kings Road boutique that opened in London in 1966 and became a counter-cultural hangout as much as it was a clothes shop, is relaunching.

Pitch-dark and patchouliscented, "to the assorted heads and freaks who hung out there, it was the Mecca, the Olympus, the Kathmandu of hippie chic", Rushdie has written.

Inspired by the irreverent spirit of the original, the 2024 iteration, which will take a digital form, will work only with secondhand clothing and deadstock fabrics.

Looking to the brand's musical roots, excess clothing from the musical merchandising industry will be transformed into limited edition garments.

The chief executive officer, Marlot te Kiefte, hopes to evoke a similar mood to the original and inspire people to "take a step back and appreciate fashion". Drawing a parallel between the climate now and the 60s, she mentions political upheaval and a rise in collectivism, as well as an interest in wellbeing, spirituality and psychedelics.