Sons Of The First Tribe hit us with a second installment pop up store showcasing their brand new collection for the SS17 season. The brand also referred to as Soft (Sons Of The First Tribe) bring forward the ethos of  “A New Thought Project” breaking the barriers between old traditions and new beginnings exploring the infinite intelligence governing our cosmos and how were affected by it through their ideology of their new collection.

The brand has made waves through London, Overseas and has now been spotted on several well established names including Konan, Chris Brown & Wretch 32 to name a few. Mergring high-end streetwear & luxury materials sourced from Britain the collection features bespoke designs curated by the brand to match the aesthetic, staple (SOFT) pieces such as hats, t-shirts, jumpers & jackets.

The spear & wifi logo symbolise the idea of how old & new traditions both revolutionised seasons and can be found at the core of their branding.


Take a look at the recap over the past week in the video below.

The pop up takes place from the 24th May – 4th June in the East side of London at 14 Hanbury Street, London, E1 6QR.