The first-ever pop-up shop for the international apparel and lifestyle brand 4th & Reckless has launched in London.
Before the pop-up shop opens to the public on May 3–4, it will give an exclusive peek of its new summer collection, “Postcards from Paradise,” during the pre-launch. The pop-up promises to provide “a unique and immersive shopping experience.”
Influencer Loz Vassallo has teamed up with the brand to create a second collection of high-end resortwear, which is described as having “a refined yet relaxed aesthetic inspired by coastal landscapes and tropical islands.”
It added, “We are dedicated to providing timeless classics for women while continually evolving and striving to improve its sustainability efforts” with the brand “offering versatile pieces designed to build lasting wardrobes”.
Owner and CEO Pawan Khosla said, “Collaborating with Loz Vassallo for a second collection and opening our first pop-up shop is incredibly exciting. It provides our customers with a fresh way to engage with our brand, showcasing the quality and innovation that define 4th & Reckless.
“Our philosophy is centred on ‘buy now, wear forever,’ as we strive to create considered clothing that tells a story and offers exceptional value. At the core of our ethos is our originality and authenticity, we consistently push boundaries to remain ahead of our competitors. We are actively broadening our scope and are positioned for pivotal growth this year”.
4th & Reckless reported “exceptional growth” in the last year and is now a global business with operations in Bangladesh, China, Turkey, and Los Angeles.
Major international stores like ASOS, Selfridges, and Bloomingdale’s, along with strategic alliances with Anthropologie, Urban Outfitters, Namshi, Iconic, David Jones, Nuulys, and Saks, are some of the factors contributing to their success.
