We Are The Superlative Conspiracy
Mid July saw the launch of a new concept store for Cult Swedish brand WeSC (WeAretheSuperlativeConspiracy) – If you’re not familiar with the attitude driven clothing brand, super popular with skate boys and BMX-ers, you will have at least seen the colourful signature headphones the brand released this season – as seen the head of every hipster around.
Set in the heart of London’s Covent Garden, WeSC’s new store provides a visual bang with it’s anarchy-loud exterior and kooky design notes in store (look out for the upside down bunnies, hanging from the ceiling that light the basement of this Neal Street address). Fashion folk, scenesters and xtreme sports fans made up the crowd at this late and loud launch – a motley crew that represents the appeal of the their clothing and accessories; from modish outerwear to signature Tee’s and denim, built to survive more than a bit of rough and tumble.
Described by the brand as an ultimate mix of ‘street and luxury’, the new shop signals a crucial time for clothes that are on the brink of punching through to mainstream popularity. The brand’s co-founder, Greger Hagelin, had this to say of the new concept:
“This new store is something we’re extremely proud of – it sees a new way of experiencing the brand live, where the customers enter the WeSC world, with all that it entails, simply by entering the shop!”
So we should feel special then – with this being the first store of it’s kind settled on our blustery shores?
“This is something that we are planning to implement in all our stores worldwide and will lead the way in our ambition to make WeSC the worlds best street fashion brand.”
So there you have it, another London store setting the standard for a global take over from the serial conspirators.
Revellers at the launch were treated to grimey performances from Urban artists including Shanaz and Ray Clayton – as the night drew on and the crowd became rowdy a set from the uber-trendy Jo’leon Davenue signaled the end of the evening. But not for Fashionbeans.
It was a hop, skip and a jump across town to east London’s achingly cool ‘Old Blue Last’ (a dingy boozer managed by style bible ‘Vice’) for an FM models party. Trend setters, models and blaggers alike danced the night away sipping drinks courtesy of Bacardi and shaking their hips avant-electro beats. A fashionable night for all.
Store Launch Images
WeSC Concept Store 35 Neal Street, Covent Garden, London, WC2H 9PR
Check out our hot picks from this seasons WeSC, for that essential sports luxe/urban vibe.