Two of London’s coolest niche brands go underground, quite literally, to form a pop up store in London’s center.

Boutique mutli-retailer Goodhood have been curating an enviable range of brands for some years now, deftly mixing streetwear from Gosha Rubchinskiy and Dickies with covetable Scandinavian labels like Our Legacy. Roundel, meanwhile, are a youth-streetwear brand who are heavily influenced by the city’s strong counter-cultural heritage, as well as its iconic Underground graphic work – the tube logo ’roundel’ is where the brand derives its name. Both are characteristically London brands, so it makes sense that they would collaborate on a pop-up project right in the center of town.

The shop will be located in the main underground concourse directly beneath Piccadilly Circus – a knowing riff, of course, on ‘underground’s’ cultural and geographical resonances – and will stock Roundel garments, in-house Goodhood products and also specially commissioned designs. In a move typical of these brands’ intelligent and eclectic approach, the collaboration is titled Eros/Anteros: a classical allusion to brotherhood that emphasies the deep-felt connection between Roundel and Goodhood. Whether or not you appreciate references to Greek mythology, you’re bound to like the always-clean designs on offer from these two brands, so check out this unique space which runs from the 22nd-25th of October.

WORDS: Benji Walters