Yungblud’s fashion label B. R. A. T.

Inside the Beautifully Romanticised Accidentally Traumatized store at 20 Denmark Street

Dominic Harrison, who goes by the stage name Yungblud, launched a fashion label last year called Beautifully Romanticised Accidentally Traumatized – or B. R. A. T. in short. Fast forward to August 7th, 2025 – Yungblud, alongside Creative Director Elle Shoel and Project Director Evie Mundy, opened a store at 20 Denmark Street, a legendary hub for rock music since the 1950s. To celebrate, they threw an unforgettable launch party – and we were there to spill all the tea!

Photo by Tom Pallant

A little bit about Elle Shoel, who is the creative director for B. R. A. T. Elle is the founder of FLWR GRL floral studio, where she creates floral designs and installations inspired by music and literature. Before B. R. A. T., she has worked with artists such as The Last Dinner Party and Wet Leg, as well as for the Boiler Room and Camden Market. In an interview with A&Z, she mentioned that she had known Dom, Yungblud, for many years, and she described the collection they have created as “traditional British classic pieces, with a punk modern twist.”

In a statement, Yungblud said that their whole philosophy as a brand is to “translate the excitement and energy…in our community into something tangible”, building a “creative ecosystem” for fans or people happening to stop by.

Let’s go back to August 7th, the date the store opened, because it was pretty iconic. Upon arriving at the store, the atmosphere was buzzing as more and more people gathered outside. The models arrived, dressed in character to act as a live display of Yungblud’s fashion line.

Photo by Wiktoria Wolny

His clothing line? The definition of perfection. There was something for everyone’s liking, from T-shirts to trench coats to grunge plaid skirts. Accessories? It’s got those too! Pillows and berets, pendants and bat zippers. But what really takes the stage for me is “the furriers tissue box,” because who wouldn’t want a B. R. A. T. faux fur tissue box? SIGN ME UP!! His clothing line may not be for everyone’s pockets; however, upon the announcement of the brand, he clearly stated that “this is not merch, but fashion.” In an Instagram reel where Yungblud gives us a tour of the store, he enforces the idea that B. R. A. T. is made in the UK and that it is “not fast fashion,” therefore, the price tag is a reflection of the time and quality of the clothes and accessories of the brand.

Inside the shop, fans can find a clothing store, a music venue, a coffee shop, a creative home, and a hangout space. Yungblud himself said, “This building is a literal physical space where you can place your hands upon its bricks and belong. Whether it be to buy the clothes we make, come for a coffee, buy a beer, watch music, do an art class or just come and play pool – you’re welcome. All we demand is that you spread the love.”

Photos by Wiktoria Wolny

A few stations were set up around the store, such as a mini version of Yungblud’s favourite pub, The Hawley Arms, located in Camden, which was serving up his personally branded “Bludbeer.” Near the entrance of the shop, there was a tattoo station, giving fans the chance to get inked from a selection of Yungblud-themed flash tattoos! There were so many cool designs to choose from, it was hard to pick just one! Their pop-up tattoo artist, @Claudio_traina from @sixtyink tattoo parlour, was incredibly talented and took their time with every tattoo, creating masterpiece after masterpiece. In the basement of the shop, fans could play pool on an iconic leopard-print pool table while listening to live music from bands such as Balancing Act, The Velvet Hands, and many more.

Photos by Wiktoria Wolny

For the occasion, Denmark Street was shut down to allow Yungblud to perform. When Yungblud took the stage, the whole place exploded. The energy was unreal, and the entire street was singing and dancing to Yungblud’s songs, bringing a community of fans, a family, together once again. The opener, Master Peace, had set the tone of the evening, but when Yungblud turned up, his set turned the night into something unforgettable.

The entire event was the perfect mixture of music, fashion, and the unstoppable energy of Yungblud himself. His fans unconditionally showed up for him, filling the evening with nothing but friendly connections, lots of laughter, and unforgettable memories. Yungblud, your fans thank you for creating such a beautiful space for them to meet up, make friends, and have a place they can call home. And for that, you will go down in the history books of rock and roll.

Be sure to visit the store in person at 20 Denmark Street in London, or check out the clothes on the B.R.A.T. website.

Photos by Wiktoria Wolny