THOSE more interested in the darker side of fashion will be riffling through the rails at Weird Emporium which has just opened in Old Town.
Owner Chris Williams has turned his back on a career in IT to open the alternative clothing shop in Wood Street.
The 45-year-old, of Old Town, said that there is a need for the niche market with the shop specialising in steam punk, gothic, metal and ethnic clothing.
As well as the clothes, Chris has a wide range of interesting jewellery to match which he has taken a long time to source.
He said: “There is nowhere in Swindon you can get this type of clothing or jewellery.
“It has been a passion of mine for a long time, and I reached that point in my life where I wanted to set up my own business and I looked at where there was a niche market and this is perfect.
“I think it helps that I am passionate for the customers who come in here to trust us and to source high-quality products.
“We opened on Saturday and the response has been interesting.
“We have had a lot of people coming in saying that it is fantastic and that they are glad there is now somewhere like this in Swindon.”
The small shop in The Arcade is split into two sections with the classic goth clothing and steam punk at the front of the store before you head to the more colourful ethnic clothes at the back.
Chris understands that what he is selling is very different and with his focus on high quality, he believes there is a good market for it in Swindon.
He said: “Before we opened we spent a long time sourcing products to make sure we have got good quality at reasonable prices.
“There is definitely a market in Swindon and it is just about getting the word out there.
“I think we offer a really personable touch.
“If someone comes in because we are into the same thing we can help them get exactly what they want.”
The shop is open Monday to Saturday between 10am and 5pm.
People can also visit the website www.weirdemporium.com where an online shop will be up and running by the end of the week.