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The East has become the new West. Even the classic city banker with speed dial access to ‘members only’ clubs secretly wants a peek-a-boo into this fascinating area which blatantly is coolness personified. Shoreditch is no longer an oasis for fashion nonconformists; it has now become home to a new breed of hipsters who incorporate a sense of demure refinement into their attire, along with a sense of discernment.