Friday 6th August

| BY Will Saunders

Unknown London is holding a Pop-up in Soho

British streetwear label Unknown London has officially landed in Soho. The one-day pop-up event comes at perfect timing for the brand, which has just reeched 100k followers on Instagram – not so unknown anymore… To celebrate, the brand announced that it would be dropping 100 of its 100k Championship Ring, each one custom built by Feather Pendants. We honestly can’t tell the difference between this and an NBA Championship ring. Detailed with Quad dipped in 18k White Gold and hand set with Cubic Zirconia baguettes and crystals, every piece will be individually numbered and stamped for authenticity. 

During the middle of the brand’s SS21 drops, the Unknown lads Joe Granger, Callum Vineer and their tight-knit group of multi-dimensional creatives have been on a European tour travelling to five different cities starting with Paris in late June. There was no other option but to end it with their last leg in London. 

Neither of the pair went to university or ever studied fashion. Everything they do is self-taught; from their first-ever drop, which saw the pair distress sand-coloured hoodies with cheese graters in their parents’ shed, using Adobe software, and learning the logistics of a business: marketing, manufacturing and selling products. Unknown has found its niche and excel in making in-demand streetwear products fused with high-end concepts. 

At the pop-up, expect all colours of the brand’s famous Rhinestone tracksuits, accompanied with an early release of some SS21 Drop 3 pieces, tour tees and a few re-stocks of some old favourites. Held inside the Axel Arigato store in the heart of Soho, there will be live DJ sets all day and free drinks 7-10pm. Get down early, ’cause you’ll be queing down the street. 

The Unknown London Soho pop-up takes place in the Axel Arigato store, 19 Broadwick Street, on Saturday, August 7 from 11am-7pm. 

@unknownuk