Thames mmxx: skateboarding icon blondey mccoy opens london store, redefining brand identity
London’s fashion scene just got a serious injection of skate culture, thanks to the launch of Blondey McCoy’s Thames MMXX store on Brewer Street. The brand, already a fixture in streetwear and design, is proving its staying power with a new retail experience that’s as much about process as it is product.
A genesis rooted in gcse art
McCoy’s journey began surprisingly humbly – with a GCSE art project in 2012. From this initial spark, Thames MMXX exploded onto the scene, fueled by a partnership with Palace Skateboards and a cover appearance in i-D magazine in 2013. But it’s not just nostalgia; McCoy’s approach is remarkably forward-thinking, prioritizing collaboration and a deeply personal connection with his customer base.
Beyond the logo: a focus on craftsmanship
The new store isn’t just a place to buy clothes; it’s a testament to the brand’s commitment to detail. McCoy emphasizes a desire to move beyond superficial trends, focusing on creating pieces that are both functional and aesthetically driven. He’s particularly proud of a recent collaboration with legendary skateboarder Mark Gonzales, resulting in two limited-edition American Racer skateboards – 1 and 2 – meticulously crafted with custom shapes and a dedication to preserving the tactile quality of the original drawings.
Strategic collaborations, not just branding
McCoy’s approach to collaborations is refreshingly unconventional. He actively avoids simply slapping two logos on a T-shirt. “We’re not huge collaborators, to be honest,” he reveals. “We want to do things that create something more than the sum of its parts.” He prefers working with individuals—artists like Gilbert & George, the Pet Shop Boys, and Brian Clarke—whose unique perspectives elevate the brand’s offerings. “It’s about finding people you wouldn't necessarily see on a board and certainly not on clothing,” he explains.
The retail revelation
Operating the store for the past three weeks has highlighted the crucial difference between online and in-person shopping. The carefully curated selection of garments and accessories – from striped short-sleeve shirts to bespoke shields – creates an immersive experience, transforming a simple retail visit into a ‘sweet shop’ moment. This deliberate approach, McCoy says, is key to establishing Thames MMXX as an institution, one that’s built on more than just fleeting trends.
From gcse project to business acumen
What’s perhaps most striking is McCoy’s evolution from a teenage skater to a savvy businessman. He admits, “They are one and the same.” The creative process of designing and producing goods is, in his view, just as vital as the financial aspects of running a business. He’s clear: “There’s creativity in business just as much, if not more than, there is in designing the clothes.”
A sustainable vision
McCoy is surprisingly pragmatic about the pressures of the fashion industry, advocating for a balance between innovation and longevity. “Easy is not always a naughty word,” he notes, referencing the brand’s bestselling striped shirt. He acknowledges the need to avoid chasing every new trend, prioritizing instead the creation of timeless pieces that will endure. “If you just do nothing but new things every week, you can’t be an institution,” he concludes, a statement that underscores the brand’s long-term ambitions.