#Blondey Walks Us Through the #THAMES MMXX Shop at 53 Brewer Street, London.

Why It Matters

The shop demonstrates Thames’ strategy of blending subcultural authenticity with luxury craft to differentiate in crowded streetwear and menswear markets, highlighting a focus on durable, non-seasonal products and experiential retail that can deepen customer loyalty. It signals how small brands can use thoughtful physical retail and storytelling to elevate brand value and long-term relevance.

Summary

Designer Blondey McCoy leads a tour of Thames’ new MMXX shop at 53 Brewer Street, a converted Korean bistro reimagined as a hybrid retail space combining skateboards, tailored clothing and jewelry. The store’s design nods to formative influences—Slam City Skates’ board wall and the brass menu frames of the Regency Cafe—while showcasing custom touches like a ‘clotho’ wallpaper and a jumbo Thames product sign. McCoy emphasizes permanence over seasonality: tuxedos made for his wedding, timeless jewelry and staple pieces such as Baskerville slippers and pajama sets intended to outlast trends. The layout intentionally places skate culture alongside formal tailoring to signal Thames’ eclectic, lifestyle-led identity.