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Following the Fall/Winter Editorial “What Is Rightfully Ours” and the re-launch of the e-boutique, EJDER has re-affirmed its commitment to the vision of a dynamic creative space physically manifesting this year with the London EJDER x M+RC NIOR noir pop up store.

The crisp white South Molton street store was busy throughout the January weekend with international brands such as M+RC Noir, No Days Off Paris and MORT Paris installed in the building. Immersed in the progressive platform that is EJDER, talented curators of fashion and design, ranging from Off-White’s Virgil Abloh to internationally acclaimed music artists such as Wiz Khalifah and Jammer of BBK, showed support and embellished the event with international presence.

The idea of an interconnected progressive platform was supported and connected by this generation’s wild tribes of influence and inspiration. Inspired clothing pieces from brands such as KTZ, D.GNAk and EJDER’s own exclusive release with Places + Faces are a tribute to the ideal of growth that EJDER strives to achieve from season to season.

The atmosphere of the pop-up further embellished the theme of connectivity and inspired youth. Crowds made of recognised artists, and hopeful and talented rappers featured in an offhand rap battle at the front of the store. This atmosphere of broken boundaries and creative collaboration were a testament to the feeling of “belonging” that the spirit of innovation and youth culture generated at the store.

EJDER continues to bring fashion, innovation and connectivity to the forefront of the international commerce scene. With the intention of expanding the pop up store and featuring more international collaboration and vision, the next pop up store promises even more exciting frontiers.

EJDER extends a big thank you to all who attended the event and especially to those who contributed to its success.

Written by: Joshua John
Photography by: Pana Roux

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