London's UNCONDITIONAL is now 9 years old. Designed by Philip Stephens, it initially started as a capsule collection of mens knitwear for his Concrete Shop, in Soho, London and was first sold in 2004. Mens was joined by a small womens collection 2 years later. UNCONDITIONAL has shown on the official London Fashion Week schedule for 7 seasons, starting in 2005-6 , and also for two seasons in each of New York, Shanghai and Amsterdam. The first UNCONDITIONAL standalone store opened in London next to the Covent Garden Hotel in 2008. The first international UNCONDITIONAL standalone store will open in the Reel Department Store, Shanghai in June 2013.