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Roundel & Goodhood Open London Piccadilly Pop-up Store

You can picture the creative meeting between the new hook-up between underground east London store Goodhood, and underground streetwear brand Roundel. Whose moniker is even inspired by the name for a circular symbol, such as the one that serves as the London Underground‘s logo.

“We’re both ‘underground‘,” says one creative to the other. “So – and hear me out – why don’t we open a pop-up shop in a London Underground station?”

“But, what would it sell?”

“How about Roundel’s Underground-referencing collection. Which, handily, we happen to stock here at Goodhood. Plus we could curate some of the brands we’ve got on the Goodhood shelves, and commission a bunch of new, London Undergroundy designs, too.”

“Done. Pub?”

[Both head to their local and proceed to play the Jam’s ‘Going Underground’ on the jukebox until the barman asks them to leave.]

While the folks behind this concept toast their ingenuity, you should nip to Piccadilly Station where – from 22-25 October – you can grab Roundel’s punk-inspired tartan jackets and newsprint tees, alongside a selection of Goodhood’s greatest hits.

Although we’d advise you catch yourself an Uber home. The Piccadilly line is hell when you’re lugging shopping bags.

Tom Banham

Jocks & Nerds deputy editor Tom Banham is an outerwear addict with bylines in GQ, Men’s Health and Mr Porter. He’s fascinated by the collision of high fashion and streetwear, but also knows his way around a soft-shouldered blazer. Follow him on Instagram and Twitter at @banham_tom