UNDERGROUND LONDON BRAND OUTPOST @B.R.A.T 20 Denmark Street
Underground’s Brand Outpost at B.R.A.T marks a natural coming together of shared history, culture, and community.
Our founder has known Dom for many years. The relationship developed organically, through music, attitude, and a shared connection to the underground culture that has always shaped the brand. The opening of a Brand Outpost at B.R.A.T, Dom’s own concept store, is therefore a fitting continuation of that long-standing association.
Located at 20 Denmark Street, B.R.A.T sits in one of the most historically important music streets in the world. Often referred to as “London’s Tin Pan Alley,” Denmark Street has been the centre of the British music industry since the early 20th century. From the 1920s onwards it became home to music publishers, rehearsal rooms, and instrument shops. Over the decades artists including David Bowie, The Rolling Stones, The Kinks, Elton John, and the Sex Pistols all spent time on or around the street, writing, rehearsing, recording, or simply absorbing the creative atmosphere.
It remains one of the few places in London where music history still feels tangible.
B.R.A.T itself reflects that spirit. More than a retail space, it is a concept store built around music, culture, and personal expression. The store carries Dom’s own B.R.A.T label alongside carefully selected pieces that reflect his influences and the community around the project.
The Underground Brand Outpost within B.R.A.T introduces a curated selection of our core styles, including the Wulfrun Creeper and other silhouettes that have been central to Underground’s connection with music subcultures for decades. The space also provides the foundation for future collaborations between the two brands.
As with all Underground Brand Outposts, the aim is not simply to place product in a store, but to create a point of cultural connection. Denmark Street, with its deep musical lineage and ongoing creative energy, provides the perfect setting for this meeting of Underground and B.R.A.T.
You can shop from a wide selection of Underground styles at the store including some exclusive pieces only available at the B.R.A.T store.
THE UNDERGROUND BRAND OUTPOST IS IN CONJUNCTION WITH B.R.A.T
” This street, Denmark Street has paved the way for The Best of British music since the 1950s. I grew up on the street. It has always been my dream to have a building here. YOU made that dream come true and im eternally in your debt. I’m running this place with my best friends so so please come and support to keep this heart beating.”
You will find a full slection of Underground Creepers, Original Steel Cap Boots and our other iconic styles at the store.
20 Denmark St
London
WC2H 8NE
Open:
11-7 WEDS-Sat
12-5 sunday
THE EXTERNAL STEEL CAP –
“A SUBCULTURE ICON”
The External Steel Toe Cap Boots are a product that have been associated with our Underground for four decades.
Originally designed for workers to wear in the mills, factories and foundries of the U.K., the external cap shoes and boots have been reappropriated and repurposed. Retaining their original design the shoes and boots have, in turn, become subcultural icons.
The cast steel cap with a semi polished finish, is identified with the marking UGUK1981 and built into the boots and shoes using a unique construction process. Available on the 3-eyelet shoe all the way up to the towering 30 eyelet boot.
ORIGINAL GOTHIC COLLECTION
From our early Manchester days in 1981, we have had a vein of Goth running through us. It exhibits itself in our love of the music, the original gothic footwear in our collection, the fusion of goth influences into new collections and our unequivocal championing of the outsider.
So, what is Goth. It’s the 19th Century actress Sarah Bernhardt wearing a stuffed bat and sleeping in a coffin, the macabre, greyscale illustrations of Edward Gorey, a coal-eyed Siouxsie Sioux submerged in a tub full of flowers or The Horrors in winkle-picker shoes singing “Sheena is a Parasite.”
The Goth is surely the most pervasive and persisting of subcultures. Bauhaus sang it best: “Undead undead undead!”
Other Core Product you will find in the store at the brand outpost
THE UNDERGROUND CREEPER
Underground Creepers are a subculture classic derived from the traditional brothel creeper. Our collection of men’s and women’s creepers are available in a curated selection of materials and colours on a single, double, or triple sole. Our creepers are hand made in batch quantities in family-owned factories and include a British Made Creeper range.
“Having launched the Originals collection in 1980’s, Underground remained committed to the collection, even when the tide of fashion washed in another direction. Questioned by many as to the relevance of the Creeper – it was Underground that held the style aloft through the 90’s and 00’s, when it was shunned by many, and no doubt brought it back to the centre stage for new generations in 2010, powerfully asserting itself as an Allgender archetype.”
The Original Underground Creeper – Allgender since the 80’s.
THE ORIGINAL STEEL CAP
With the growth of heavy industry, thick-soled boots with reinforced toecaps were needed. The leather boots provided protection to the feet of workers and were needed in Britain’s factories and foundries. The leather boot also became the choice of footwear of the British army. Steel cap boots – with their metal cap exposed, or concealed beneath the leather upper, became the footwear of the British working-class male. Skinheads began to emerge as a youth movement in the early 1960s. Their working-class roots were reflected in their adoption of the “Steel Cap. By the 80’s, Skinhead style became synonymous with football terrace hooliganism and violence. The decade approached its anarchic close, steel caps were favoured by Punks and their nihilism was matched by ferocious creativity.
Grunge emerged in America and during the late 80’s and 90’s, steel cap boots and shoes returned. Favoured by Riot Grrls and then by Cyberpunks and was then picked-up by fashion-forward kids in Tokyo’s Harajuku district.
These steel cap boots with rubber sole and distinctive 3 row puritan stitch remains the choice for the most uncompromising wearers. A new generation of customers in the 2020’s began embracing steel cap boots and shoes for its androgynous, authentic, and distinctive silhouette.
UNDERGROUND WAS BORN OUT OF A LOVE OF RENEGADE STYLE ROCK ‘N’ ROLL
UNDERGROUND REMAINS AT THE FOREFRONT OF SUBVERSIVE STYLE
WE ARE FEARLESS, INDEPENDENT AND ORIGINAL
OUR MISSION IS TO PROPOGATE BRITAIN’S REBELLIOUS STYLE HERITAGE
UNDERGROUND PRODUCTS ARE MADE WITH A SENSE OF IRREVERANCE AT HEART
AUTHENTIC.
BRITISH.
SUBCULTURE INSPIRED.
SINCE 1981.
