Underground flagship store launch event

23^rd June 2012

Siobhan Copland

Siobhan Copland

23 June 2012

As we arrived at the W hotel for the launch of independent shoe brand Underground’s Berwick Store launch, we were guided to the first floor in the alluring Wyld Bar. The bar was pretty impressive with clear views over bustling Leicester Square and disco balls hanging from the ceiling. Bottles of vodka and champagne towered above us behind the bar, and the bar men were frantically serving cocktails, which we were handed as soon as we approached.  The beverage of choice was Vodka & soda water with lime, a hint to the classy night ahead.

DJs, O CHILDREN, IS TROPICAL, NTS Radio, Throwing Up and Girls Get Busy Zine provided the rock ‘n’ roll soundtrack for the night.

Spinning the likes of Elvis Presley and Buddy Holly, we felt taken back in time. The room was soon heaving with people wearing creepers and taking pictures on their disposable cameras, which were supplied by Underground.

There was no dress code for the event, but as the brand’s message is: “Fearless independent and original,” the guests already knew the cue. And whether dressed in leggings with jean jackets and funky trousers, or jeans and a shirt, a dress or a skirt, everyone was wearing statement creepers, expressing their individuality in the various different styles. The brand has a vast selection of different styles including the wedge, barfly, double, wulfrun, bowie, triple, appollo and hacienda in just about every colour and pattern you can think of.  And if they weren’t wearing creepers, the guys were wearing their ‘hard as nails’ steel cap boots, or winkle pickers.

In the goody bag was a notepad by Archie Grand, Percy and Reed dry shampoo, soap and glory concealer, a skull pendant by Tatty Devine, and a Berwick Street rose petal and popping candy chocolate bar.

The brand was originally inspired by punk and their original creepers were first worn by new romantics, goths and new wavers in Camden, North London.  The flagship store is now open to the public at 8 Berwick Street, Soho, London and will stock exclusive limited edition lines that aren’t available anywhere else in the world. 

Siobhan Copland