Pop-up: Why Not Brand at BOXPARK Shoreditch


11 Sep 20

Opening in unit 29 today is Why Not Brand.

They are an Italian menswear brand influenced by English street-style.

We caught up with Al to ask him a few questions about the pop-up...

Tell us about yourself...

We approached the Italian brothers who own Why Not Brand last year as we loved the idea, the brand and more importantly the clothes. We saw them expanding through Italy and even beyond featuring in concessions in countries in Holland / Belgium / Germany etc and approached them about coming to the UK.

They were obviously quite thrilled and we quickly set up an online website (www.whynotbrand.co.uk) and started featuring in concessions in London and still trying to get in more.

We also both have a background in football so keep trying to get as many players / influencers wearing the clothes as possible. It's been running for five years in Italy now so it is just about gaining the exposure and trying to get it off the ground here!

Which song best sums up your brand?

Iron Sky - Paolo Nutini

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What can we expect from your stay at BOXPARK?

Italian Menswear with a wide range of styles suitable for all types of people and all ages. We recently had a pop up shop and although we would say a market audience is between 18yo-35yo male we had many people buying the cloths, and lots of women also! As well as our best sellers and limited edition stock that we hold exclusively in the UK (end of line production in some styles) we will also be exhibiting our latest 10th collection called ONLY THE STRONG SURVIVE. The inspiration behind this is one of the designers role model, Allen Iverson and his O.T.S.S tattoo. We will be showing around 25% of the range and what we think is best catered to the UK and more importantly Shoreditch. It was only last Thursday we were in Bologna at the showroom choosing styles we thought would be best fit.


We love the tie dye hoodie with the 8 / 24 for numbers featured on it - another basketball theme with Kobe Byrant.