Our Flagship Store is Open — Here's How We Celebrated

On Friday night, we opened up our brand new flagship store after-close to celebrate our biggest achievement to date with friends of the brand, familiar faces from past shoots and long-term supporters. As the doors opened and the first guests stepped through the door, it was clear that this is more than just a store: it’s a new chapter. 

With crisp, cold beers kindly supplied by the legends at Jubel, cocktails from Whitebox and burgers served up all night long, the vibe was exactly how we imagined: good people, good vibes and a real sense of community. 

The star of the show was a full ice sculpture, which was carved into the shape of the Paradise Trophy, the main focus of our latest summer campaign. A nod to the new collection and a reminder of how far we’ve come. It was the perfect centre-piece for the night and definitely a talking point for everyone who came along. 

We had the amazing Ez Stone (@ezzybones) tattooing from start to finish, and Luke Storey (@lukeystorey) started off the night with an epic DJ set, followed by long-time friend of the brand, Laurie Vincent (@thelaurievincent) of the band Soft Play, who kept the place moving well into the night. The shop floor turned into a dance floor and just like that, the store was christened the only way we know how. 

A huge thanks to everyone who came through and made the night an unforgettable one. This store isn’t just a place to shop, it’s a space for the community that we’ve built along the way and believe us, we’re just getting started.