Inside Shmooz

As we wrap up our 20th anniversary celebrations, we just want to say a big thank you to everyone who’s supported us over the years. From our first shop in St Andrews to new challenges and growth, it’s been an incredible journey. Who knows what the future holds!

Shmooz Rewards is our way of saying thanks for your incredible support. Earn 5% back on every purchase, in-store or online, with no expiry on points and no complicated rules. Whether you're stocking up or treating yourself, your loyalty goes further with Shmooz.

When the first lockdown hit in March 2020, Shmooz faced an incredibly tough road ahead, with our physical store (our main source of income) forced to close. We quickly launched a free local delivery service to continue serving our community safely. Despite ongoing challenges, including another closure during our busiest season, we pushed through with the support of our loyal customers.

In November 2017, Shmooz took a big step forward by moving into a larger unit in the Kingsgate Shopping Centre. The upgrade allowed us to stock even more of your favourite brands and create a more spacious, enjoyable shopping experience. It was a huge effort behind the scenes, but thanks to our incredible team, we were only closed for one day. We're proud to still call this space home today!

In 2008, Shmooz brought its signature style to Dunfermline, opening a small but mighty store in the Kingsgate Shopping Centre - just three years after our St Andrews debut. Led by the legendary Gail and a team full of familiar faces, those early days were all about energy, community, and great fashion. 

We were finalists for Best New Business at the Drapers Awards hosted by Jimmy Carr and attended by giants like M&S, ASOS, Gant & Sainsbury’s. No win, but for a small St Andrews shop like us, it was a huge moment!

Ever hear of Nuts Magazine? Yep, we placed a Shmooz ad right in the middle of its pages. Why? Because back then, it was the go-to read for our style-hungry student crowd in St Andrews. Bold move? Maybe. The right one? Definitely.

Before Google and Facebook ads, Shmooz relied on traditional advertising methods to connect with locals, students, and tourists in St Andrews. From our cheeky “Avoid the Rough” golf slogans to the bold “FRESH” student campaign, we found creative ways to make fashion the talk of the town.

In the year the first video was uploaded to YouTube, Kanye West was singing about gold diggers and there was over 1.5 billion less people on the planet - St Andrews was buzzing as Tiger Woods triumphed at the Old Course in the 134th Open Championship and Shmooz was officially open!

Shmooz Clothing: from 2005-2025. From opening in St Andrews to expanding across Fife to Dunfermline in 2008 - we're grateful for our loyal customers and dedicated teams who've made this journey possible. Here's to the next chapter!

We soaked up the sun and some serious good times at the annual Shmooz BBQ! The team brought the heat in laid-back summer looks, while we celebrated the season and our crew - including Holly, our Sunday star, who missed the fun to revise for an exam (we raised a glass in her honour!).

Big News! Welcome to Inside Shmooz - our brand new blog! We're so excited to share regular business updates, inside takes on life at Shmooz, news about upcoming brands, style inspiration, and a bit of fun along the way. This is our new space to connect more with you, our fantastic customers. Check back soon for exciting updates!