You’d think after such an exciting and, no doubt what was for many involved, sentimental opening of Goodhood’s new store on Curtain Road, Shoreditch, that the Goodhood family would take some down time for some R&R. Nope, it seems that it’s not their way of doing things and it’s not a formula that’s got them to this point. Goodhood have been one of the more recent driving forces behind East London’s street level fashion scene, but it’s with the new opening that they’re showing just how important and relevant this store is.
We’ve already seen two high profile collaborations, new brand additions and look books executed to a very high standard of photography, design and styling. It’s all so intimidatingly good. There are no signs of slowing down either and in our eyes, the more the better. This latest look book entitled In Between Days follows up the incredible women’s look book Got Me Wrong, with the focus on this effort turning to the store’s menswear offerings.
It’s good to see an appearance of some new pieces from the store’s in-house brand, Goods By Goodhood. As with a lot of the creative output we see from the store, Goods By Goodhood is the product of the store’s very own Goodhood Creative studio. The two main pieces on show here are the Weirdos and LFT tees. Long term fans of Goodhood will no doubt be excited to see this new rendition of the Weirdos design. The LFT tee is a ingenious new take on the pin-badge that preceded it and represents Goodhood’s intelligent, and cultivated approach to design. The look book also displays many of the other excellent brands stocked in the store, including FPAR, Soulland, Norse Projects, Dickies, Converse and Neighborhood. Shot by Samuel Bradley and modelled by Palace sponsored Rory Milanes, the look book is the result of Goodhood’s commitment to supporting the culture and community which surrounds it. And that’s one of the many reasons why this store is so good and important.
Check out the look book below and to see more, click your way through to Goodhood.