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.


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.


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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