We Are S.M.E


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

[SNAPS] The Nicki Minaj London Lookbook by wearesme

Nicki Minaj has been causing chaos all week in London as she embarks on several PA’s promoting her album ‘Pink Friday’.

Nicki was due to make PA’s at both Oceana in Watford and Runway in the West End, however the later had to close their doors due to safety concerns caused by the sheer volume of people who turned up.

If that wasn’t enough; Nicki was then kicked out of the Dorchester hotel because they could not handle her excitable Barbz, some of which camped outside to get a glimpse of their idol.
She therefore relocated to another Hotel and went on to host a ‘Pink Friday’ party at Studio Valbonne on Friday night.

Nicki is never one to shy away from the papz and loves to cause a stir with her crazy cool outfits, and this week was no exception. Check out her London looks below:


[VIDEO] The Victoria’s Secret Fashion Show 2010 by wearesme

It’s everyone’s favourite time of the year. No not Christmas…VS show time! The 2010 fashion show finally aired in the US yesterday and it certainly didn’t disappoint.

The theme of this years Victoria’s Secret fashion show was cabaret. The veteran angels Heidi Klum, Tyra Banks and Gisele Bundchen were joined by some of the hottest women in the world including Adriana Lima, Alessandra Ambrosio, Candice Swanepoel, Rosie Huntington-Whitely and Chanel Iman.

There were also live performances from Akon and the beautiful Katy Perry, who could have quite easily sneaked in with the VS girls and no one would have batted an eye lid.

Check out the full show below:


[SNAPS] Backstage at Victoria’s Secret 2010 show by wearesme

The photographer Daniella Rech has given us the next best thing for many a man’s dream; being backstage at the Victoria’s Secret fashion show last week.

The black and white photos show the beautiful VS women dressed in angel wings, crystal encrusted bras, skin tight corsets and racy underwear before they take to the catwalk.


[VIDEO] Ralph Lauren 4D Experience by wearesme

Last night SME took a stroll down to the Ralph Lauren store at 1 New Bond Street to experience the Ralph Lauren 4D.. errr… experience – which was also projected on the New York store a few days before.

We were blown away by what we saw as were all other people in attendance. The 3D projected images onto the shop front were amazing and coupled with the scent on Ralph Lauren cologne, the whole thing was unforgettable.

There were images of a catwalk, giant designer bags and ties, a game of polo and of course Ralph himself!

Check out the videos below to see what all the fuss is about.


Happy 195th Birthday Pringle by wearesme

There’s a lot to celebrate this week, as well as Nintendo’s 25th birthday it is also, Pringle’s birthday!

Pringle of Scotland are celebrating their 195th birthday (wow!) by collaborating with some of the biggest names in art and fashion to create a limited edition collection of Pringle garms.

Founded by Mr. Robert Pringle way back in 1815, it is one of the oldest luxury goods labels in the world. Over the years it has grown into one of the UK’s most loved and iconic brands, with some big-name females donning their clothes, such as, Grace Kelly, Brigitte Bardot, Madonna and Scarlett Johansson.

The brilliant thing about Pringle is that they have stuck to their guns and still produce and manufacture their garms in the Scottish border town of Hawick, as they have done from day one.

To celebrate the big 1-9-5, Pringle have come together with some of the world’s most exciting creatives including photographer Ryan McGinley, iconic actress Tilda Swinton and Turner prizewinners Richard Wright and Douglas Gordon. Our favourite of the results is shown above!

“We invited the artists to create their own interpretation of a classic Pringle piece,” explains Creative Director Claire Waight Keller. “This could be anything from a twinset to an Argyle or a hand-knit. Whether they choose to make a graphic statement, a texture statement or a vintage statement was entirely personal. It’s been interesting seeing each person’s viewpoint. Working with an artist has been completely different to developing a collection; they’ve approached it as a piece of art and a work in its own right as opposed to part of a collection. I’m delighted with what they’ve come up with.”

To feast yours eyes on the collection head over to pringlescotland.com


Free Ben Sherman Shirts (No Stealing This Time!) by mozzatron

One night in September, in aid of New York fashion week; Ben Sherman flooded their flagship NYC store windows with shirts. Leaving some hanging outside, the following day they secretly filmed as one by one, the shirts were stolen by passers-by!

Before they knew it, word spread and there was a full-scale riot outside the store. And a very quirky viral video to match. Check it out, you cant help but chuckle at some of the snatch and runs!

GQ magazine have since teamed up with Ben Sherman to give away 5 of the coveted shirts, each of which bears a tag reading “Nicked from Ben Sherman Soho but you are forgiven (just this once)”.

All you have to do to be in with a chance of winning is tweet @GQRecommends something that you’ve stolen with the hashtag #GQBenSherman.

Some of you might want to avoid being too honest!


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