Tucked into Kingsland Road and now popping up at Boxpark Shoreditch, The Steam Room isn’t your average dry cleaners. Originally a Chinese takeaway run by Tony Chung’s family since 1976, the space evolved into a specialist garment care business when Tony took over in 2003 — preserving the spirit of service while swapping food for fabric. Over the past two decades, it has grown into a creative hub where slow fashion meets street culture, featuring raw denim care, hand-drawn tees, and a deeply rooted sense of East London community. In this interview, Tony reflects on transforming a family business into a creative sanctuary — one stitch, wash, and story at a time.
You’ve turned a family legacy on Kingsland Road into something truly unique. How did the idea for The Steam Room first spark into life?
The Steam Room really came to life when Fran and I decided we wanted more than just a dry cleaners, we wanted a space that reflected us. My family’s takeaway restaurant in Shoreditch had always been a hub for the community since 1976, and when I took over in 2003, I kept that same energy but through garment care. Five years ago, we started adding retail and creative projects that felt natural to us. That blend of craftsmanship and culture just evolved. We didn’t plan it like a business, we built it like our living room.
From dry cleaning to a lifestyle shop at Boxpark — what made you take the leap from laundry to retail?
Honestly, it wasn’t so much a leap as it was a slow, natural shift. We started printing a few tees for fun, then added some homeware we loved, and before we knew it, the front of the shop had its own identity. The Boxpark pop-up is our way of letting that part of The Steam Room breathe.
Steam Room isn’t just about clothes; it’s about care, tradition, and craftsmanship. How do your Chinese values influence the way you run the business?
Everything we do is rooted in respect, for people, for materials, for the process. That comes straight from my upbringing. My parents taught me the value of hard work, humility, and doing things properly no shortcuts. It’s why we still hand wash denim and pay attention to the tiniest details. I think that quiet pride, that patience and discipline — that’s all very Chinese, and it’s built into The Steam Room without us even needing to say it.
Raw denim is a world of its own. What drew you to specialise in it, and what’s one denim care myth you wish more people knew?
I love denim because it tells a story. Every fade, crease, and scuff is a record of how it’s been worn — it’s personal. What drew me in was how misunderstood it is. People either never wash their jeans or throw them in on a hot cycle — both are wrong. The myth I’d bust is that raw denim should never be washed. It should — just gently, with care. Washing extends its life if you do it right.
You say you remember every garment’s owner. That’s some superpower! Any particularly memorable pieces or stories that stayed with you over the years?
There are loads, but one that stands out is a vintage Chanel coat from the ‘80s — pure cashmere, incredible construction. The owner told me it had been passed down from her mum, and she trusted me with it after a bad clean elsewhere. When she came to pick it up, she got emotional. It reminded me that we’re not just cleaning clothes — we’re looking after people’s memories.
Boxpark Shoreditch is known for spotlighting innovation. How do you think The Steam Room fits into the creative energy of East London?
East London’s always been about mixing worlds — food, fashion, music, art — and The Steam Room fits right into that. We’re not a traditional shop, and we don’t want to be. We’ve got a plush toy next to our detergent, zines next to socks. That chaos is kind of the point. It’s rooted in care but expressed through creativity — just like Shoreditch.
All your products are personally sourced and tested. Can you tell us about one item in the store that holds a special place in your heart?
Definitely the Billingsgate Market tee. Of course it’s a tee I designed — that one’s personal. I used to go there with my dad when I was a kid. The market’s closing in 2028, so this design’s a tribute. It’s a bit of East London history that shaped me, and I wanted to capture that before it’s gone. Every line of the drawing was done by hand — no AI, no shortcuts.
In a fast-fashion world, The Steam Room feels like an antidote — focused on preservation and pride. How do you think consumer attitudes are shifting?
I think people are tired of buying and binning. There’s a growing respect for quality and a curiosity about how things are made. More people are asking how to care for what they already have, and that’s where we come in. We’re not against fashion — we just want to help extend its life. It’s about slowing down without losing the joy.
You and your wife Fran seem like the ultimate team. What’s it like building a business together, and how do you inspire each other?
Haha, we definitely keep each other on our toes! Fran’s got a sharp eye for design and a great system, while I do the drawings and the washing. We’re very different, but that’s what makes it work. We challenge each other, and we’re both driven by love — for clothes, for culture, and for the community we’ve built.
Congratulations on being on the map for the first edition of foldthe.word — how did it all come together? What does foldthe.world mean to you?
Thank you! Being part of foldthe.word felt like a full-circle moment. It brought together people who are doing things with real care — not chasing hype, but creating meaning. That’s what we try to do too. foldthe.world is a reminder that even small spaces, like ours, can hold big stories. We’re proud to be on that map.
Looking ahead, what’s next for The Steam Room? More products, more pop-ups — or perhaps even a bigger slice of Shoreditch?
We’re dreaming big this year. More products are definitely coming — we’re expanding the detergent line, maybe even bar soaps. And yes, we’d love a bigger permanent spot in Shoreditch if the right one comes up. The dream is to keep blending fashion, care, and creativity in a way that feels real. Watch this space.
xxx
This interview is part of Foldthe.world series. Foldthe.world is a collectable art poster distributed around Shoreditch, combined with curated insiders map helping you to shorten distance and time made by TOANDPARTNERS productions and supported by Made in Shoreditch Magazine.
Follow @foldthe.world on Instagram for the latest updates, interviews, and new additions to the creative map of East London.
