The Amsterdam based, hybrid brand Daily Paper, is finally bringing its fusion of African and Dutch fashion to the UK, with the long-awaited and highly anticipated launch of its flagship store in London.
The huge two-storey building situated perfectly within the buzzing melting pot of the Soho streets, boasts a super clean, bright, futuristic and clinical feel – very akin to the style of the Netherlands natives. Alongside, are contrasting pops of colour and character: a forest green accent wall, exotic flowers, traditional motifs including their signature shield & spear. Plus, a special eagle, lion and tiger mosaic emblem just for London. It fittingly represents what their brand is all about: Afrocentric inspirations, backed up by an obsession with futurism, then of course the practicality and simple luxury of European design. It’s all a true representation of the new generation. Plus, they have something for everyone, from fashion-forward tracksuits, to upscale statement varsity jackets embroidered with Daily Paper’s intentions: bringing “Africa to the World”.
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The store is set to open its doors to customers this Saturday (19th June) on 14-16 Great Pulteney Street. Yesterday, creative friends and long-time supporters of the brand – from entertainer Michael Dapaah to Reggie Yates – came together to shop and commune in celebration of the soft launch. Sounds from around the globe were provided by DJ Rico Mars. Saturday’s launch will resume the festivities, as the store will also officially premiere it’s Daily Paper: Unite Sessions, hosting new and upcoming performers regularly.
Daily Paper continues to go from strength to strength, with their sights on worldwide domination for a while now. Together the multicultural team – Jefferson Osei, Hussein Suleiman and Abderrahmane Trabsini – overcame the unexpected perils and hindrances of the pandemic, to successfully launch in New York last October. They also previously partnered with Virgil Abloh’s Off-White for a monumental skate park installation in Accra, Ghana. City to city, they are establishing a dedicated, cult community.
And going by the long queue at yesterday’s event, they are bound to do the same right here in London.