London streetwear brand, Unknown, are hosting an Unknown UK Road Tour starting from the 11th – 16th April, starting in Leeds on the 11th going up and down the country, finishing in London on the 16th of April. 

The brand has a cult following through social media, but it’s playful and youthful character belies a serious business being steered by two extremely savvy young entrepreneurs. The UK Road tour will combine a pop-up store out of an Unknown branded double decker bus accessible to the public, selling the new Spring collection, tour merch and exclusive rhinestone tracksuits. 

Unknown London is a British streetwear brand founded in London by the creative partnership of Joe Granger and Callum Vineer in 2016. Launching the label without formal fashion backgrounds, Granger and Vineer forged the brand in reaction to micro-trends and demand within their local network. Independently scaling through instinct and intuition to form the brand of today, Unknown is stocked in destination retailers across four continents.

Community remains at the heart of Unknown with pop-ups, parties, competitions and direct interaction with customers central to the brand’s founding philosophy. Unknown has an enviable international entertainment industry following but stays committed to working with emerging creatives and artists, ensuring authentic grass root talent remains at the core of the brand. A sense of Britishness is the visual thread uniting Unknown’s collections, referencing stand-out moments in British streetwear through recent history along with pulling iconic textiles, prints and silhouettes from sport-history and re-interpreting them for the international streetwear stage.

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