Review: 44LDN x APT Supply pop-up shop launch event

On 21st December 2017 – Friday 22nd December 2017. The team behind #SWAAF Streetwear Festival returned in partnership with High End Streetwear store APT Supply.

click By Megan Schiller We sent Megan Schiller to the 44LDN X APT Supply pop-up shop launch event that showcased a range of streetwear collections at the Never Fade store in Soho’s Brewer Street. Megan was greeted by a staff member and a glass of prosecco. To the sounds of the likes of Dave and AJ Tracey she was shown round the space by one of the people working the event, all of whom were clearly passionate and incredibly clued-up about the brands themselves.

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here Daniel Patrick’s collection caught Megan’s attention first, a brand that has become established thanks to the likes of Sofia Richie and the Hadid sisters wearing his now recognizable sports-luxe tracksuits. One outfit that Megan was especially taken by was a black tracksuit with a yellow stripe that ran down the sleeves and trousers.

enter Megan was also invited downstairs to check out what went on behind-the-scenes, and had the chance to chat with some of the people working on new pieces. An illustrator that painted designs on the back of jackets and hoodies explained that he preferred to have a certain style that was maintained throughout all of his creations. “I make things that have continuity, which then ultimately leads to more recognition. And it’s important for me to focus on quality, which is why I like working here.”الخيارات-الثنائية-اØتيال-المملكة-المتØدة Something that resonated with Megan was the core social message promoted in the Never Fade collection. Printed on some of the hoodies was the statement ‘No one is illegal’, shown underneath an image of a clenched fist. It’s an act of defiance, a protest against the handling of the refugee crisis that is affecting people globally. It was refreshing to see a brand using its (albeit small) platform to raise issues that others may avoid in fear of being too controversial.


The fact that the Never Fade brand is generally aimed at young people makes the message even more poignant; it gives youth a platform, who so often feel ignored regarding having a voice in the light of political and social issues.

Overall, the event was a great showcase for both already established and up-and-coming brands. When speaking to those involved in the collections it became clear to Megan how important it was to stay relevant, so as to keep their audience interested and attracted to their clothes. And judging by the creations that Megan was shown, there’s no chance that these brands are going out of fashion anytime soon.

44 LDN owned by Footballer Devante Cole, son of Man Utd legend Andy Cole, is a streetwear lifestyle brand with a new collection of functional, clean designs including hooded tracksuits, t-shirts and headwear. He launched the brand earlier this year and has received support from the likes of David Beckham. The brand is available to buy via Credits: All photography by Megan Schiller

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