that was then, this is now.

Walking through the doors of that was then, this is now feels a bit like stepping into a perfectly distilled version of Cuba Street’s spirit: textured, effortlessly cool, and a little bit punk rock. Every item here has been handpicked by the owners, who’ve poured their personal style, knowledge, and enthusiasm into every corner of the store. The result is a retail space that feels like an old friend’s flat, only cleaner, sharper, and with much better denim.

It’s a place of contrasts, and the team has made smart use of the layout to create a practical and versatile space. The textured, pitch-black storefront leads you seamlessly into a clean, well-organised clothing shop on the ground floor, with the white brick walls letting the racks, shelves, and cabinets take centre stage. Head on upstairs and you’ll find an entire barbershop because a good fade is often what takes an outfit to the next level.

Take your time perusing the hard-to-find, small-scale independent brands that celebrate craftsmanship and quality. Japanese denim heavyweights, such as Sugarcane and Samurai, sit alongside UK workwear icons, Universal Works, and Americana classics like 3sixteen and RGT. The carefully expanded womenswear range brings labels like Girls of Dust and W’menswear into the mix, delivering strong silhouettes and bold, wearable statements. Every piece has a story, and the team is always keen to share the background behind the fabrics and the makers.

From the socks on your feet to the product in your hair, the team at that was then, this is now is genuinely invested in making sure you leave feeling great. This isn’t just a shop, it’s a full-on Cuba precinct experience: curated, charismatic, and effortlessly Wellington.