For a limited time only, 4th & Reckless, a leading women’s fashion and lifestyle brand, is set to open its first-ever pop-up shop in the heart of London. This exciting initiative kicks off with an exclusive preview on Thursday, May 2nd, for media representatives, influencers, and industry specialists, followed by a public opening from May 3-4th.
The pop-up event, which is complimentary yet ticketed, marks the launch of the brand’s premium resortwear line developed in collaboration with influencer Loz Vassallo. Dubbed “Postcards from Paradise,” the collection features a sophisticated yet laid-back style, drawing inspiration from coastal landscapes and tropical settings. Visitors will have the opportunity to explore the entire range, experience personalised styling consultations, meet Loz Vassallo, and enjoy special discounts along with complimentary next-day delivery for purchases made in-store.
Adding to the allure, the first 100 attendees each day will be gifted premium goodie bags containing hand-picked products and vouchers for 25% off online purchases. The venue will also host live DJ performances, engaging brand activations with a chance to win a £500 in-store voucher, and welcome guests with freshly prepared juices.
Pawan Khosla, the owner and CEO of 4th & Reckless, expressed his enthusiasm about the collaboration and the new pop-up venture, stating, “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 centered on ‘buy now, wear forever,’ as we strive to create considered clothing that tells a story and offers exceptional value.”
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Over the past year, 4th & Reckless has seen remarkable growth, expanding its global presence with offices in key locations including Bangladesh, China, Turkey, and Los Angeles. The brand’s success is amplified by strategic partnerships with major international retailers such as ASOS, Selfridges, and Bloomingdale’s, and ongoing collaborations with top influencers like Elsa Hosk and Georgia White, further enhancing its reach and influence in the fashion industry.
Location: 19 Greek Street, Soho, London W1D 4DT.
Tickets: Free, but must be reserved online.
