Walking into Yungbluds permanent new store Beautifully Romanticised Accidentally Traumatised is like stepping into a Y2K post-punk wonderland. Its an intimate store set with a leopard print carpet under foot, amongst an array of Vivienne Westwood meets early 2000s Camden-scene style clothing. The once teenage icon in the pink socks is now a mature yet fashionably rebellious musician seeking to expand his repertoire and feed the frenzy of his dedicated community of fans.
CLASH is led upstairs to the third floor of the building to Yungbluds now permanent office, a gothic lair fit for a camp James Bond-esque villain. Its complete with leopard print armchairs and black leather sofas nestled amongst Sex Pistols prints and a grand portrait of Yungbluds partner, Jesse Jo Stark. Sure, its the headquarters of B.R.A.T but its also a grand man-cave.
Greeted by the punk-pop rockstar himself, Yungblud offers a warm, personable welcome and provides full access to beverages, snacks, beer or anything we want. Its symbolic of the communal hub hes fostering with the B.R.A.T shop which seeks to embody something deeper, inclusive, accessible and more enjoyable.
Beneath the clothing exhibit, the B.R.A.T basement boasts an intimate stage, which upon opening showcases the best of the local Soho music scene from Balancing Act to The Velvet Hands. A leopard print pool table is positioned amongst Yungbluds own branded affordably-priced drinks including �2 coffee and even cans of lager or bludbeer priced between �3.00-�3.50.
For the opening of the B.R.A.T store, Yungblud shut down an entire street in Soho with a catwalk filled with an array of models displaying ethically-designed clothing, striking poses reminiscent of the early 2000s post-punk Camden scene; think Pete Doherty in his drummer jacket amongst a Vivienne Westwood inspired fashion show. Its a concept all the more striking due to a reenactment bar offering a take on the infamous Hawley Arms, setting the scene for a new prominent Soho setting in rock/punk music.
Its all very indie sleaze, a vibe enhanced by the presence of breakthrough artist Masterpeace who commands the outdoor main stage with his aspirational indie-rock anthems. Yungblud, concealed under the cover of darkness in a hoodie, finds himself amongst the inner-crowd catching a glimpse of the set. The low-key moment doesnt last long, as super-fans shout for selfies.
To round out the evening Yungblud takes to the outdoor main stage to surprise fans with a performance of fan-favourite hits like Zombie and The Funeral, as well as his most recent single Lovesick Lullaby. Dedicated fans cling to street lamps and dangle out of windows lining the street to get a good glimpse of the packed street performance.
Elle Shoel, creative director of Beautifully Romanticised Accidentally Traumatised, offers up some insight into the brands inspirations and intentions. Its Yungbluds vision and then I help him bring it to life, she says before pausing to greet model, musician Jesse Jo Stark, whos donning a pink mohair knit from the line.
Thats my Jesse Jo. Shes so lovely& yeah its Doms vision. Fortunately our visions are very much aligned. We are super influenced by Vivienne Westwood, Michael McLaren, sex shop& we wanna have that community kinda vibe. We always say the clothes are just a medium. We use them as our form of expression and theyre representing our local community.
As B.R.A.T serves to be a local hub for the creative scenes in soho, Elle shares the importance of platforming nascent bands, We just wanna give them a platform to elevate& all the local scene but in our basement& making central London cool again!
With its use of ethical and environmentally friendly materials, B.R.A.T practices what it preaches. These enforced standards serve as a reminder of what every clothing brand should be aiming for in terms of sustainability.
Elle sums up exactly what B.R.A.T strives for within the brands communal space as well as its clothing. We wanna spread the fucking love, we wanna bring people together who give a shit about something and give a shit about each other. This is a creative hub where people can come together and do their thing. Weve got a hangout area downstairs, our clothes are handmade in London and our tartan is on the official Scottish tartan registry, so thats why the clothing prices are a little higher. But in terms of the space we want to keep it accessible so everyone can come and hang out.
Words: Lauren Hague
Photo Credit: Tom Pallant
