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2024 has been our biggest year yet, and as we looked to 2025, we realised we had to take bigger, more meaningful steps forward - no more half-measures. Over the weekend, we moved into our new studio space - a 3000-square-foot former Victorian paper factory in Shoreditch. Spread over two floors, the space allows us to build and grow more than ever before, with specific space for design, garment technology, and content. We've invested in areas of the business that deliver long-term value - new and improved suppliers, new team members, new categories and new activations. 2024's been big. 2025 is about to get a whole lot bigger.

We recently sat down with The Business of Fashion to discuss how our marketing has evolved over the last three years. We started the brand in 2021 during the global pandemic, working from our kitchen table and using our iPhones to deliver content that quickly forged a community. As we have grown, so too has our creative. This past year, we’ve delivered content in locations that shooting in a studio could no longer deliver. We shot in the oldest pie and mash shop in East London earlier this year, and that shoot alone generated nearly 70,000 organic likes on social. Too few brands are prepared to hustle in the early days to deliver content, thinking that content is a huge barrier to entry into the marketplace. All you need is an iPhone. Build a brand the right way, and you’ll build a business. Focus on elaborate shoots in the early days, and you won’t build a following because you will neither be accessible nor relatable. https://lnkd.in/eK3xMc2U Jack Henderson Perry Davies Charlie Vickery

This Saturday, we open our doors to 133 Bethnal Green Road for our first pop-up. Making the transition from an online store to a retail one is never easy, but we see very clearly that retail and in-person events are key to our long-term success. Despite being a small team, we've done all of this ourselves - from finding the space to designing it and creating all the usual collateral. No detail has been overlooked. Whilst we're only three years old, we know that the next three years will be even bigger. This is just the beginning. We can't wait to meet you this weekend. You can check out more info below. https://lnkd.in/eXkqwDsx

A little over a year ago, we set about designing about:blank eyewear. Today, we reveal The Bromley, the first shape in what we hope will become a burgeoning category for us. Designed right here in London from hundreds of fit sessions, The Bromley is for those who see things differently.

Three years in, we're just getting started.

DUKE + DEXTER x about:blank Coming soon...