Early Majority Pop-up
Thursday 20th – Sunday 23rd April 2023
188 Kensington Park Road, London, W11 2ES
We are thrilled to announce that Early Majority will be taking over the Couverture mezzanine from Thursday 20th – Sunday 23rd April to celebrate the launch of its SS23 collection.
With inclusivity and democracy at the heart of its ethos, Early Majority proudly offers women a level of uncompromised, full-featured technical apparel usually reserved for me. The label embraces environmentally friendly production processes: utilising recycled materials, reducing factory offcuts and promoting a ‘buy less-buy better’ mentality.
Available exclusively in store at Couverture, the SS23 collection updates two of the label’s signature styles – the Insulation shirt and Windbreaker 2.0 jacket – in an Ice colourway, meant to evoke the wonder and fear we feel towards nature. The new Ice colourway acknowledges that never before have we been so aware of nature’s fragility, comforted by its ability to sustain us, and inspired by the power and potential of regeneration. All pieces feature Early Majority’s patented magnetic badge dock, a branding system that allows its clothing to become a platform for visibility and a like-minded community.
Couverture and Early Majority will celebrate the launch with an opening event on Thursday 20th, featuring special guest Sharmadean Reid. In an intimate conversation with Co-Founder Joy Howard, Sharmadean will talk about her love of the outdoors, as well as her experience as a female founder and community builder. All attendees who make a purchase will receive a personalised Early Majority badge while supplies last.
Early Majority friend and collaborator, artist Seana Gavin will be creating a live spring-themed collage during the launch and exhibiting previous work in the window throughout the event, transporting viewers to an otherworldly outdoor fantasy. Her pieces will be available for purchase.
Grand opening: Thursday 20th April
3pm – 6pm: Meet the makers
6:30 – 7pm: ‘In Conversation With’ Joy Howard and special guest Sharmadean Reid
For Valentine's Day, we teamed up with our friends at Melt to create a luxurious vegan gift box made in-house at their store by world-class chocolatiers. We caught up with the owners to talk about the local area, chocolates, and high quality ingredients.