Words by Jason Kwame

One of our favourites, Daily Paper, have done it again. The Amsterdam brand has finally brought its fusion of African and European style to London town, with a flagship in the heart of Central London.

Set to launch to the public this Saturday 19th June, the enormous, two floor building in lively Soho, will also be home to the brand’s new series of live performances Daily Paper: Unite Sessions, set to premiere on the day. Keeping to the brand’s vision of community, the sessions will regularly support and showcase upcoming talents from across the city.

Yesterday’s soft launch brought all the creatives out – from Mercedes Benson, to Michael Dappah, Reggie Yates and actor Ashley Belalchin – for well deserved good vibes and a first-look shopping opportunity at the store. South African Ampiano sounds were brought by DJ Rico Mars, turning the open space to a dance floor real quick.

Inside is a perfect reflection of what the brand is all about. The clean and clinical interior has Dutch practicality written all over it. Meanwhile, the green accent wall, pops of vibrant colours, flowers, afrocentric eagle, tiger and lion mosaic flooring made just for London, along with motifs and emblems (including their signature shield and spear) all represent the African character in the brand. Their futuristic mannequins – inspired by Egyptian royalty – stand tall, like guardians of the new space. 

Not only does the store resemble the multicultural arrangement of the three founders – Hussein Suleiman, Abderrahmane Trabsini and Jefferson Osei – but it’s also a sign of the times that we’re in. The designs are the same, there’s something to fit every style and vibe. Offerings vary from tracksuit designs – all a step ahead of the game in fits, style and textures – to upscale one of one pieces, like embroidered jackets and tailored two-piece sets. 

Daily Paper’s formula has successfully built multinational communities around the globe. From New York to Accra, Ghana, people continue to gravitate to the brand because of their ability to represent the diversity of culture today. And the amount of support coming in already for the launch of the London flagship – is testament to that. 

Be there from Saturday to see for yourself!

Discover more from GUAP’s fashion section here