アンダーグラウンドのインスタグラム(resul80k2) - 11月3日 21時43分

#Underground opened its #BerwickStreet store in 2012. The previous store had been in #CarnabyStreet 10 years before, so the new store marked a new era as the #Originalscollection turned 25 years. It was the year when the #Creeper, uncared for until it had been nurtured by Underground back in 1987, went mainstream, largely as a result of our determined and unfaltering offering of the iconic shoe.

Berwick Street in 2012 was only just emerging as a location for independent brands and was the obvious choice for the new store. Vinyl Stores, Fabric Emporiums , Coffee Shops and the Berwick Street market created an authentic gritty Soho street.
The minimal store, white and black, punctuated by concrete, opened with the full array of Originals including collaboration pieces from the likes of @cassetteplaya . On the night we called up the bloggers, fans and merging designers to come join us and there were DJ sets from NTS and Its Tropical. We moved the launch party on to the W Hotel with @thehorrors and @claire_barrow on the decks to provide the soundtrack.

Five years on and the store is entrenched as part of Berwick Street . The store is getting a makeover to mark the five year anniversary and to mark 30 years of the Originals Collection.

UNDERGROUND , 8 BERWICK STREET, SOHO, LONDON.

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