We Are S.M.E


[FASHION] JOHNNY CUPCAKES FLAGSHIP STORE – CARNABY STREET, LONDON by wearesme

After dossing around (culturally) in Boston during the festive period, SME realized there was more to the historic city than Marky Mark and epic St Paddy’s day celebrations. Whilst on one of our daily back-seat-of-the-car city tours we were introduced to a fella by the name of Johnny Cupcakes.

Anyone whose surname is related to a baked desert is a legend in our books* – SME were hooked from there. Johnny Cupcakes is a clothing brand, which began as a t-shirt line and was founded in 2001 in Massachusetts.

Mr Cupcakes

The brand’s logo is skull and crossbones, with a cupcake silhouette replacing the skull; the cupcake being a recurring theme within the graphics on the clothing, often replacing recognizable images from pop culture.

Johnny’s boutique stores are known for recreating classic bakery themes, so when SME heard a flagship was opening on London’s Carnaby Street, we were on a next hype – and by the look of the photo’s from it’s opening event on the weekend , so were most of London!

In the 10 years since its inception, Johnny has amassed a world-wide cult following due to his mantra of inclusiveness of customers, ethics on social responsibility and quite simply, the bad-man garms he creates – many of the designs being exclusive one-offs.

Johnny's Entourage - Carnaby Street, London

SME are now Johnny disciples and we’re pretty sure the entourage will be too.

*His real surname is in fact, Earle; though SME think he should legally change it to ‘Cupcakes’.

London flagship: 10 Fouberts Place , Carnaby Street, London http://www.johnnycupcakes.com/blog/

SME  x

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