a look at our london pop:up and an upcoming drop
Two weekends ago, we opened the doors at 1–3 Yorkton Street for our second-ever pop-up. Our first real space in nearly a year.
We designed the space with a different energy; no archive or sample pieces, just the brand as it stands now. A massive thanks to everybody who came down over the weekend. For those who couldn’t, we hear you.
For us, retail only works when it feels like a physical extension of what we build. Every detail considered. Every choice intentional. The right weight on the rail. The right music in the room. Familiar, but then also slightly unexpected.
Read down below for what went down that weekend.
This time we designed two rooms. The first was soft, warm, and calm: boucle sofas, exposed brick, natural light, and bespoke teak shelving and rails.
We built speakers into the cabinetry and folded products between sculptural forms and collected objects. The second room was colder, cleaner, sharper: brushed aluminium till, open shelving, concrete floor. Each space holding its own rhythm, each one feeding the other.
The furniture was intentional. Whilst furnishing our office space in Shoreditch, we’ve been sourcing and designing pieces that could move with us, so every point of reference bears a similarity, whilst also a point of difference. The space amplifies the fittings. Together, they shaped a feeling. A place that holds the brand in its physical form.
We kept the messaging light this time deliberately. No posters. No countdown. Just a postcode, a date and an invitation. That was enough. By 9:45am the queue had wrapped the street. Strangers talking. Familiar faces reappearing. A few people wearing tees from three, four years back which is always great to see.
drop:four was launched exclusively in-store which included the monogram track jacket and shorts in epsom green with ecru detailing. Built from a smooth, structured material that holds shape but moves easy. The track jackets are sharp and minimal, finished with a hidden under arm taping. The shorts are cut wide with contrast piping and zipped pockets.
The track set has been in development for over a year. We tested fabric weights, piped edges, waistband tension, zip hardware. What sounds simple never is. Our goal was to build something that looked elevated but moved with ease.
We introduced our new cap too. Something we’ve been working on in the background for over a year.
Lightweight nylon body with a sculpted crown and wide visor. Structured, but not stiff. A clean screen-printed logo on the front and metal strap adjustment at the back. It’s the kind of fit you don’t need to sell once it’s on.
The cap took five rounds to get right. We re-cut the visor three times. Changed the crown depth twice. Sampled different nylons until we landed on one with just enough structure. We wanted something that felt familiar, but still distinct from the generic fits in the market. This follows our unique, bespoke shape you can't get anywhere else.
We launched this cap silhouette a few months back in wool and they sold out within an hour. The restock went even quicker, so if you want in on these you will need to be quick.
Dropping in four colourways: Red, Blue, Green & Black.
Alongside those hats, we released a tight run of tees. The London edition of our Tour T-shirt: oat base, red and green print.
Reverse Tees in different colourways: logo flipped, box graphic up front, clean on the back. All cut in our signature 340GSM cotton jersey. Cropped, boxy, pre-shrunk. Built to feel broken in from the first wear.
The energy was honest. Conversations throughout the day. People trying things on, giving feedback, taking their time. That was intentional - we wanted it to be a space for us all come together, not necessarily to sell from.
We had people come alone, walk around slowly, and sit for a minute without saying much. Others stayed for hours. Some tried on everything, then left and came back with friends.
It was a reminder that this brand has always been about more than clothes. It’s about a way of moving through the world. A slower rhythm. A specific taste. A way of noticing. Of choosing.
That’s what physical space gives us. Presence. A chance to hear what lands. A chance to meet people who’ve been supporting us from the beginning. We’ve been doing this for nearly four years now. That kind of feedback still hits.
Over the course of two days we spoke to hundreds of people. Some stayed ten minutes. Some stayed two hours.
We took a risk putting this together. The build. The time. The cost. But what came back made all of it worth it. The feedback. The energy. The way it looked. The way it felt. We’re already thinking about what a permanent space could be.
Maybe a listening space. A drop point. A place to slow down. Somewhere people can come, try things on, have a seat. Somewhere you don’t have to buy anything to feel welcome.
That’s the next phase. Something more permanent, but still personal. A store that doesn’t feel like a store. An about:blank location that evolves with the brand.
To everyone who came down - thank you. For everyone who couldn’t make it - we hear you.
A selection of products from the store will launch online this Thursday at 4PM (BST). That includes the monogram track sets, nylon caps, Tour and Reverse tees, and a few extras, including the very limited edition basketball. What we could hold back, we did.
Full lookbook of what's dropping on Thursday are now live here and here.
See you Thursday.