Stance launches ‘lend me your ear’ collaboration with launch party in Covent Garden
International renowned US sock brand, Stance, hosted the launch party for the ‘Lend Me Your Ear’ collaborative project at their debut store in 3 Neal Street, within the Mercers’ estate.
Running from May 23 until June 6, the basement level of the Stance store homes the first look at an on-going collaborative project, ‘Lend Me Your Ear,’ between music photographer Andrew Cotterill and illustrator Ben Tallon. The exhibition marks a celebration of individuality and self-expression, in association with Young Urban Arts Foundation, and will feature portraits of globally renowned music artists; such as The Prodigy, Arctic Monkeys, Skepta and Kanye West. Stance marked the exclusive event welcoming special guests, the music and creative industry and music performances.
Following the huge success of their six-month pop-up with The Mercers’ Company, Stance has now officially signed for a permanent lease at 3 Neal Street.
Simon Taylor, Property Director of The Mercers’ Company said:“Stance’s successful conversion to a permanent store is an ideal home for this exciting initiative. Last night’s event highlighted the level of high-calibre, on-trend brands we have on the estate, who evidently have the scope to attract collaborations with creative and dynamic projects. Stance has brought a unique and energetic element to the heart of Covent Garden and we are very pleased to welcome them as a permanent tenant within our estate.”
Rich Philip, Director of Marketing at Stance Europe comments: “Our concept store in Covent Garden has been so popular that we decided to make this a long-term lease, and with that, we’ve had the opportunity to celebrate our store with this impressive music collaboration. The ‘Lend Me Your Ear’ exhibition really resonates with the creative and urban spirit inherent in our brand. The event was a great kick-start to what we hope will be two weeks of music lovers coming in store to see some fantastic art and our music inspired product collection.”
This event follows recent news of Pineapple clothing and dancewear brand relocating its flagship store to 8 Mercer Walk, in addition to the signing of retailers Vans and Boots, both due to open in the summer.
Notes to Editors
About The Mercers’ Company
The Mercers’ Company is a nearly 700 year old City of London Livery Company and is first in the order of precedence. The Company, and its associated charitable trusts, make substantial grants to support young people, education, older people, churches and communities, predominantly funded through a large property portfolio, located in the City of London, and in Covent Garden in the West End of London, including a Joint Venture with Shaftesbury PLC for St Martins Courtyard.
A network of almshouses and other homes for the elderly are also managed by the charitable trusts associated with the Company. The Company is involved with the running of 16 schools across the country and supports them primarily through the appointment of governors.
Embracing “The Uncommon Thread” as its mantra, Stance took one of the world’s most boring apparel categories and turned it into one of the most exciting in just a few short years. Stance’s founders saw a category that had been ignored, taken for granted, and dismissed. By breathing life into something that had been overlooked, Stance ignited a movement of self-expression and innovation that has now extended into its men’s underwear, women’s intimates, and dual-gender t-shirt collections. Stance’s complete offering of superior basics serve as canvases for self-expression, and can now be found in over 60 countries on those who are comfortable being uncommon.
As people began taking notice of how Stance was turning the sock category on its head through art and design on the fashion side, the company’s relentless focus on innovation and material science began to earn it major recognition in the performance and sports worlds as well. Stance’s eight-year journey is marked with impressive milestones and multiple firsts for any brand, regardless of industry.
On the fashion and lifestyle side, Stance has released an impressive list of projects and collaborations, including having Rihanna as a contributing creative director, and collaborations with brands like Maharishi, Neighborhood Japan, Libertine, New Balance, and Modernica. Additionally, projects with legendary cultural influences like Mark Gonzalez, TDE, and artists like Kevin Lyons and Mister Cartoon, provide a glimpse into the work that has made the brand a go-to choice for original thinkers and creatives.
On the performance and sports side, Stance was the first brand to have its logo appear on any piece of the NBA’s official uniform. It was named the league’s on-court sock for the 2015 and 2016 seasons, and was worn in every game by every player in the league for those two seasons, and is still designated as the official casual sock of the NBA. A year after Stance made its mark in the NBA, the brand was chosen as the official sock of Major League Baseball, and is currently worn on-field by every team in MLB.
Throughout its eight years, and because of its uncommon approach, the company has drawn an iconic group of personalities to its roster of ‘Punks & Poets,’ including RunDem founder, Charlie Dark, NBA legends and future legends Allen Iverson, Dwyane Wade and James Harden, two-time Masters Champion Bubba Watson, world-renowned mountaineer and photographer Jimmy Chin, back-to-back World Surf League Champion John John Florence, Transworld Rider of the Year Louif Paradis, and US track-and-field pioneer Lauren Fleshman.
To learn more about Stance, visit www.stance.com, or follow @stanceeurope on Instagram or @stance on Facebook.