Wiiija was a British independent record label founded in 1988 by staff from the Rough Trade Shop in Notting Hill, London. The name Wiiija is a corruption of W11 1JA, the postcode of the Rough Trade Shop in Talbot Street. The label was notable for introducing the band Therapy? and releasing the first records by Silverfish, Huggy Bear, and Cornershop. Notable later releases included Free Kitten and Bis while the commercial success of Cornershop from 1997 rewarded the label's long-term support.
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