PERCIVAL PRESENTED BY END. 'THE END. BAKERY SOHO'

Before Percival’s Soho store became the spiritual home of subversive shirting, it was a bustling bakery in the capital city’s hub of fashion.

For the ultimate Soho store collaboration, they’ve reimagined their store into Patisserie Percival; complete with striped awnings, fresh croissants, and sign proudly declaring "WE ONLY SERVE BLACK COFFEE". Centred around a playful take on an imaginary French bakery in the heart of Soho, Percival and END. deliver the perfect place to stop off for a morning pick-me-up or pit-stop during an afternoon of shopping.

The graphic imagery of the product offering tells the story, combining Gothic "Soho" lettering with a storefront rendering steeped in Parisian patisserie charm, topped off with Percival’s favourite tagline – "SUBVERTING THE CLASSICS." 

Ensuring that you’re kitted out whether you’re making a coffee at home or opting for a complete lifestyle pivot and opening your own patisserie, aprons, caps and totes showcase the collection’s visual codes, while the Paris cup and saucer set are brewed to perfection.

Cast in ecru and navy blue, the capsule’s tees and hoodies deliver autumnal atmosphere, featuring the beautifully detailed bakery storefront print as am embodiment of Soho spirit.