London's Columbia Road is at the heart of the East End; famous for its flower market and vintage shops.
To celebrate the fact that the eyes of the world are on London this summer, Reiss have been out and about finding street style stars across the capital. For the first installment, we headed for east London - in many ways, the city's vibrant arts quarter - to see what the guys and girls were donning to go about their daily business.
Julia, Elin & Melanie, are all from Sweden.
Marco is from Italy; we loved the way he wore his leather jacket over his shoulders.
East London style is all about details - like this camera, owned by Rachel, a photographer from Sheperd’s Bush.
Clytie, a student from Finchley Road
Louise is a Fashion Buyer from east London
These round sunnies, held by Chadd, from east London, epitomise the retro cool of east London style.
As does his impressive beard!
Nicola, a Community Manager from London
With a ukelele and a vintage microphone, this duo were entertaining the crowds with their soulful tunes.