the only way to get early access to our limited edition 5-year tee is to sign up below
Five years in, and we’re here.
Our first time presenting at Paris Fashion Week marked a huge moment for us. Like everything we do, we only wanted to go there once we felt we had taken the time to get it right.
This feels like a real turning point for the brand. We’ve come a long way from selling out box tees every month, and this showroom represents a more mature, considered stage of what about:blank has become.
Showing in Paris is about expanding our retail partners intentionally, but for many people, it will also be their first physical interaction with the brand. Because of that, the space needed to clearly communicate who we are, what we do, and where we’re heading.
The design of the showroom reflects the same contemporary, clean direction as the collection. Interior design and music have always been key pillars of about:blank, so both needed to be felt immediately when you walked in.
Every detail was considered. The rails are bespoke, handmade in London and transported to Paris. The four plinths represent this season’s colour palette. The sound system creates the balance between contemporary and classic, while the remaining furniture is made up of carefully curated vintage pieces.
To celebrate this milestone, we also wanted to create a T-shirt for the team and partners to remember the moment. It features a classic French-inspired graphic on the chest and our milestone slogan, 'Five years and we're in f*ckin' Paris' printed on the back.
Produced on our new SS26 block, it's crafted from 100% lightweight cotton, offering a softer, lighter alternative to our signature heavyweight tees.
This launches online on Thursday 2nd July, 4pm BST for a:b members
