POP MART announces the opening of its newest London store on Brick Lane, a fashion focused retail concept that marks a bold evolution for the global designer collectibles brand. As POP MART’s 15th UK location, this store is uniquely dedicated to fashion and lifestyle accessories, solidifying the brand in one of London’s most culturally significant style destinations.
While POP MART has become synonymous with the LABUBU phenomenon and the cult following of its IPs such as HIRONO, SKULLPANDA and CRYBABY, the Brick Lane store signals a strategic diversification. Situated at 6 Dray Walk, the store embeds POP MART within East London’s creative heart, a neighborhood globally recognized for vintage fashion and independent design.
POP MART makes a clear statement: fashion is not a side project but a central frontier in the brand’s global exploration. This fashion-first approach allows its iconic IPs to move beyond shelves, integrating into the contemporary wardrobe as intentional style statements.
HIRONO: At The Heart of Creative London
At the centre of this bold new chapter stands HIRONO – the evocative character created by artist Lang. Defined by his introspective spirit, HIRONO offers an emotional refuge in a fast-paced world. Through sculptural form, tactile detail and now wearable design, he transforms subtle, unspoken feelings into pieces that can be beautifully seen, felt, and lived with.
Connecting with Creative London: GullyGuyLeo & YungAlyy
To supercharge the digital launch, POP MART has joined forces with British streetwear trailblazer Leo Mandella (@gullyguyleo) and creative force Yung Aly (@yungalyy) for a high-impact fashion campaign designed to dominate social.
Mandella, known for effortlessly bridging luxury fashion houses with the pulse of authentic streetwear culture, steps into his first major fashion moment of 2026 with HIRONO. Yung Aly brings his signature, identity-led styling, activating London’s subcultural pioneers while amplifying global style conversations.
Together, their collaboration positions the Brick Lane store not simply as a retail opening, but as a cultural moment – where fashion, art, creative storytelling, and digital influence converge.
Keep your eyes peeled on socials, as the campaign debuts this week!
HIRONO Store: Design Concept
London is a city made of in-between spaces.
Its history does not unfold in a straight line, but settles into the cracks of arcades, courtyards, and brick walls – layered, reused and quietly preserved. Brick Lane, as a vital thread of East London, carries the imprint of industrial pasts and street culture, all held together in the same frame.
Time here is layered. New arrivals never fully erase the old – traces of different eras remain, side by side. The design responds by doing little: keeping the red brick, following the scale and texture of the neighbourhood, letting objects from local vintage markets find their way in. The words on the wall are not decoration. They speak the same language as the street outside.
Now, as street art grows and market crowds drift past the window, HIRONO finds itself in one of these quiet folds of history. It doesn’t try to stand out, but to grow with the setting. Shaped by time, reshaped by what surrounds it, it waits to see what it might become – not apart from the city, but as part of its ongoing story.
The Intersection Fashion and IP
POP MART continues to blur the boundaries between collectible art and personal style. High-profile collaborations, such as the second capsule collection with historic Parisian trunk-maker Moynat, featuring Kasing Lung’s The Monsters, have garnered celebrity endorsements and reinforced the brand’s luxury credibility.
At the same time, POP MART’s partnerships with UNIQLO and BEAMS bring its aesthetic to a global audience. The brand’s characters have organically become essential fashion accessories, embraced as bag charms and style statements by global icons including LISA, Dua Lipa, and Rihanna, cementing POP MART’s presence in contemporary fashion culture.
Lang, Designer and Creator of HIRONO, said: “HIRONO has always been a vessel for the emotions we keep hidden. By bringing him into the fashion landscape of Brick Lane, we are turning silent introspection into a visual language, creating ‘wearable stories’ that allow people to express their vulnerability and individuality simultaneously.”
Peter Shipman, Head of Europe and Managing Director at POP MART, states:
“We are incredibly excited to introduce a completely new retail concept to London and Europe, one that shows POP MART is not just a collectible brand, but a force continuously reimagining the boundaries of pop culture. Our stores have always been spaces for community and creativity, so evolving towards an apparel-led experience on Brick Lane is a thrilling next chapter for us! I’m confident our loyal customers and newcomers alike will be just as excited to see our characters step off the shelf and come to life through new forms of expression.”
Looking Forward
Rooted in East London’s cultural energy, the Brick Lane store is more than a retail location. It is a space where art, fashion, and emotion intersect. This opening represents a pivotal step in POP MART’s evolution, signaling its continued commitment to shaping popular culture through storytelling, art and fashion.
