BRITISH FOOTWEAR INSTITUTION UNDERGROUND OPENS FLAGSHIP STORE: No. 8 Berwick Street, Soho
Wyld Bar at W London – Leicester Square hosted the launch party for independent shoe brand Underground’s new store. The store will be opening the doors to their very own flagship store on Berwick Street this month.
Guests sipped on Ketel One cocktails before drifting over for arty manicures from the Wah Nails bar. DJs including O CHILDREN, IS TROPICAL, NTS Radio, Throwing Up and Girls Get Busy Zine provided the rock ‘n’ roll soundtrack for the night.
Following collaborations with Thierry Mugler, b Store, Ashish and Sibling in recent seasons, you would be forgiven for thinking that there was not much more Underground could do to further their reputation as the original creeper brand. Well, think again!
Loved by celebrities including Rihanna, Lady Gaga and Jessie J, Underground has emerged as THE footwear of choice internationally and is stocked in over 40 countries including Hong Kong, Japan, Australia and the USA.
Implementing their ‘Never Known’ Campaign that was launched recently and styled by Caroline Newell, the Underground store design will project the same brand ethos, focusing on the culture of the brand in a contemporary setting
8 Berwick St, Soho, London