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The Underground Brand That’s Set Up Underground

on May 5 | in Blog, Stores | by | with No Comments

A toilet and shower room at Old Street’s tube station has been converted into the 24 Hour Ejder Club, a pop-up retail space created by the online boutique Ejder and British retailer 24HOURCLUB.

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The space was developed with the help of Appear Here, and is “literally an underground store, for an underground brand,” meant to test the boundaries between e-commerce and physical retailing. With the concept store, the online brand can create a unique and personal experience for customers with a relatively small investment.

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The shop hosts a variety of limited edition apparel and accessories, and will be open throughout May.

As for the future of Ejder, the brand hopes to take its pop-ups to the next level with a place for customers and designers to come together and network, relax, collaborate and fuel up.

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Via PSFK

 

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