Last week we told you about H&M’s new Divided pop-up shop. You know, the one that would be nestled in the walls of the famous Truman Brewery on Brick Lane? On Thursday, we were lucky enough to party it up with the people behind the pop-up - and like a lot of things we attend on Thursdays in Brick Lane, we can just about recall what went down. That means we had fun, fyi.
The pop-up itself was in a brightly-lit space opposite the famous Rough Trade record shop. H&M were showing off their Divided range, a bold new line that’s on trend but not consciously trendy, and striking but not overly garish. VICE was hosting the party, meaning NOISEY DJs were on the decks spinning true crowd-pleasers. It’s always tough to remember the full-set, but we’re pretty sure they dropped Drake and Missy Elliot at least twice, so we fully co-sign the decisions of the folks on the 1s and 2s.
Even though the open bar was readily meeting our needs with gin & tonics and beers, we were still lucid enough to appreciate the little touches that took the place beyond your average, East End identikit pop-up. The place was decked out with an array of polaroids, secured to the walls with bulldog clips (pro-tip: Hanging stuff with bulldog clips instantly makes your room look 1000 times cooler). We decided not to feature in these photos though, because we’re a bit too shy. Luckily, they also had a hand photo booth, so the more reserved among us could snap a glamour shot of our mits sporting the latest jewellery or watch.
These events really remind you why London is so much fun in the summer - even if it was raining on the night. It’s all cool people doing cool things in hot weather. The only drawback is knowing September’s just around the corner.
Oh well. Thanks for having us, guys. If you want to have as much fun as we did, sign up to one of H&M's other parties by clicking here. It will make summer last that little bit longer.