While the economic downturn has put a damper on most standalone shops' sales (particularly flagships), pockets of online retail are booming. From Gilt Group to Net-a-Porter, quite a few websites specializing in niche fashion (be it high-end, fresh-off-the-runway looks, or heavily discounted designer wares) are faring the financial storm just fine. All this considered, there's a good chance London's Not Just a Label's new online venture could follow suit. The Shoreditch boutique revered for its finely curated selection of avant-garde designers is venturing online with The Shop.

“Having done extensive market research, we’re convinced that today’s consumer is on the hunt for unique and one-off designer garments,” NJAL’s founder Stefan Siegel told Dazed Digital. And this is exactly what NJAL plans to provide. Each month, The Shop's wares will be hand-picked by a different fashion insider. For instance, "this month’s selection was picked by Robin Schulie, head buyer for Paris’s Maria Luisa store, and the July’s stock will be sifted through by fashion blogger Diane Pernet," says Dazed Digital. The Shop launches tomorrow in conjunction with the 9 festival for fashion & photography in Vienna.