Last week I was invited to attend the Coffin On Cake press event over in East London to see some of the new ranges launching from the brands they represent and I was blown away by the diverse product selection on offer.

There we're lots of brands being showcased including Converse, Quay Australia, Caterpillar, Surfdome, Roxy, JuJu & Happy Ears - a really good mix of fashion, sportswear, accessories and footwear but also some fashion tech with headphones.

Some of the brands I was personally most excited about included Saucony (@sauconyorigs) who really have crossed over into the mainstream collective and become the go to sneaker for incredible product quality and limited collabs as seen with the recent tie-up with Offspring.

Lots of new colours coming for summer but really good to see a clear retail strategy in place with 3 tiers depending on the release covering In-line (general release) / Limited / Premium ranges which will be in stockists such as Schuh, Size? or End (dependent on tier).

I was also super happy to see the Space pack in the flesh - this was a US only drop as part of a collab with Extra Butter and was inspired by all things "space" with one of the sneakers modelled on Neapolitan space ice cream. After a recent visit to the Science Museum where I picked some up, the attention to detail was on point with even the sneaker tongue inspired by the metal packaging used for the ice cream.

Another brand that impressed me was Wildfang (@wearewildfang), which was launched by three American ladies who used to work at Nike, and wanted to develop a range of woman's clothing with a tomboy feel but the right cut for the female body. As someone who wears a lot of "men's" clothing, it was nice to see someone capitalise on this massive opportunity. This is a fairly new brand only launching last year but expect to see lots more great things to come.


And finally YRStore (@yrstore) who offer customised tops, mobile cases & tote bags. You might not think this was anything new but these guys are taking it in a whole new direction having opened in Topshop/Topman Oxford Circus. Using an in-store kiosk, it allows you to create a design (front, back or both) and have the t-shirt, crop top, vest or sweatshirt printed in less than 10mins.


They are also launching a mobile app so you can get with your designs from the comfort of you home with delivery in 5-7 days - perfect for those one-off designs to stand out from the crowd at a festival or maybe an animal themed top for Zoo Project while on your holidays in Ibiza this summer!

All in all a great event and a big thanks to the whole team at @coffinoncakepr for the invite!


Popular Posts