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Fetish icon Rubbereva has re-suited and rebooted her online shop in a swanky makeover which sees the brand flex its retail muscles. Known for progressive use of new media and fetish exploration, R.E Productions consolidate its online reputation for up-to-date design and slick presentation with the RubberEva Shop.

‘It has taken an age to launch as it has been built and coded from the ground up by our team,’ Eva explained. ‘I wanted a really modern funky site.’ The shop has a range of affordable clothing and play accessories including some rather fetching clinical and military wear, some excellent inflatable hoods and specialist lines in adult baby wear and plastic.

In a season which has seen Top Shop enter rubber retail, Eva’s inspiration for her project has been validated. She added: ‘I designed all the rubber clothing myself under the new label Rubber Eva Clothing – exclusive to the shop. People are forced to pay far too much for clothing when really they are only paying for the designer label.’

The new outlet is work in progress and is only a third full but each week RubberEva and her team will keep adding new items to keep it fresh. The revamp brings the clothing side into line with sister sites RubberEva, Video:Eva, TheRubberClinic, Plastic Lovers, Plastic Nappy and P.B Productions which have been at the forefront of HD download delivery in recent years.