Today, multi-brand streetwear retailer 777 known for offering the most-affordable premium streetwear in London takes over Camden as it opens the doors to its flagship store on the borough’s legendary high-street. The store aims to combat inaccessibility in streetwear by providing a space for young people to shop new collections and rare items from their favourite brands, without the hefty price tags.
The store launches following a slew of successful pop-ups around London, each garnering colossal queues as a result of its majorly discounted prices and ‘for the people’ ethos.
In store you can expect to find rails of items from respected brands such as Billionaire Boys Club, Stussy or Palace, alongside rare pieces from the likes of Supreme, all for under retail price – a far cry from the vintage and resell offerings Camden has become known for. The store hopes to shake up the stagnant fashion scene in Camden, bringing a much-needed modern feel and community to the area.
The space, owned by Camden Open Air Gallery, also aims to uplift emerging artists by showcasing exhibitions from rising talent on the store walls. The new collection from burgeoning artist Freddie Peacock will be on display for the next 6 weeks.
With inclusivity always at the forefront, 777 have become known for their generosity, giving out free items to the first customers in line at their pop-ups, handing out goodies to queue-goers, as well as offering large discounts to those who couldn’t afford the item at full price. Most recently, the brand gave away 31 free items of brand new Stussy on the 31st December to mark the new year, alongside joining forces with Camden-based charity Maverick Humility to give away over 300 pieces of clothing, hot food and hygiene essentials to the homeless in a pop-up style event.
To celebrate the opening, 777 held an in-store launch party sponsored by Luc Belaire, this past Saturday with a guestlist of key figures from the fashion, art and music scenes.
