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Brick Lane’s famed Beigel Bake is celebrating its 50th anniversary with a limited edition run — but instead of beigels, the shop is releasing football shirts.
Having opened in 1974, Beigel Bake — known by some as “the white one”, to distinguish it from the orange-fronted Beigel Shop, a few doors down — has decided on a distinctly retro-looking shirt.
The top has been designed in a mimicry of the shop’s frontage, in particular its signage, with the blue and red logo splayed across its front. Each will cost £40.
“We’re proud to mark 50 years serving Londoners and visitors from across the world to our East End shop,” said Nathan Cohen, Beigel Bake’s manager.
“We’re grateful for everyone who passes through our doors, our success as a store is down to the support of our customers who we all consider part of the Beigel Bake team.”
Press handoutCohen’s father and uncle originally opened the shop, which famously has never closed, being open 24 hours a day and seven days a week. It is best known for its signature salt beef, mustard and gherkin beigel, as well as the considerable queues it attracts.
The shirts are strictly limited edition, and are available from Thursday November 14 until Monday November 18 at coreoeast.com.