South Wales’ Droneboy recently opened the doors to their dedicated flagship store in Cardiff’s St Davids Two centre and with it they presented a conceptual, tennis-themed collection incorporating elements of cut & sew, womenswear and kidswear alongside their staple white tees.
Opening in such a major retail space, alongside everything from All Saints to Superdry is a bold move and instantly puts the brand on a platform with some of the world’s biggest clothing brands in the city. The store is fitted out with an impressive build that incorporated fake grass, white picnic benches and branded tennis balls, supporting the running theme nicely timed with the Wimbledon Championships and showing that the brand were fully committed to a project of this scale.
The collection builds on Droneboy’s regular line of printed tees and sweats, introducing a number of new elements such as a 60’s styled tennis dress designed, and produced in the local area. Droneboy have a commitment to sourcing and producing as much of their product in the UK (and even closer to home) as possible, which is definitely something I admire – their Droneboy figures made from locally-sourced coal were always a particular highlight for me.
The move from standard streetwear styles to something altogether quite different with this collection is definitely a surprise, and I’m not too sure how I feel about it yet. Treat it as a one-off concept for the store and it’s an impressive package, but it’ll be interesting to see if this sort of thing has an impact on Droneboy designs moving forward. The inclusion of polo shirts, dresses and even Droneboy branded pants seems to move away from what is traditionally considered streetwear to something different, perhaps even more commercial. That, coupled with the womenswear elements means this is certainly a new direction for the brand, and it’ll be interesting to see where they go from here.
The new collection is currently available exclusively from the brand’s St Davids Two store and will be online at Droneboy in the near future. Take a look inside and at the lookbook for the collection (complete with Bjorn Borg look-a-like) below.