Voted London's Coolest Independent Store by Business Insider. Resist The Corporation!

About Us

The Alice Through The Looking Glass boutique is situated in the  beating heart of central London.  We created this brand to redefine the limits of commercial creativity with a fiery independent spirit.  Seek us out to find Alice iconography, first edition books, rare illustrated editions and unique objects created in collaboration with talented artists.
We opened the store in 2012. Contrary to all received commercial wisdom, the entire front window was given over to Harley, our real life British Giant White Rabbit; alongside living grass, dandelions and his very own rabbit hole from which to emerge or retire down. 
The brand references heritage pieces to create, design & licence new luxury contemporary collections, all made with British artisans.


Co-Founder Jake Fior is known for discovering some of  the most interesting and unusual cultural artefacts of the nineteenth and twentieth centuries. It was 2011 when Jake came across  Sir John Tenniel’s original hand painted ‘Alice'’ chessboard. Over the years, the store has built a collection of Museum quality items relating to Alice and her continuing influence. Many of these are soon to appear in our Museum section online and can be viewed in the shop by appointment and free of charge.

Alice Through The Looking Glass supply all of the rare books for luxury department store Fortnum and Mason, London.


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