AJ Tracey lit up Flannels' Oxford Street store last night. Quite literally. Displayed in LED graphics by Lil Aver, he illuminated the hectic London streets below. Inside the store, through the fluorescent floor markers, and up the art deco staircase, an eager crowd waited for their man to arrive.

The crowd was gathered that night to celebrate the recent opening of the luxury boutique's central London location. Among the roster of influencers, models, actors, directors, writers and fashion aficionados were celebrities including singer Lily Allen, Sergio Pizzorno of Brit indie band Kasabian, British rapper Kojey Radical, and singer Ella Eyre.

AJ Tracey bounced onto the stage with a mix of cheek and aggression and played to a receptive audience. Coloring in the rest of the night were DJs Manny Norte and Skinny Macho. Electric moments like these is exactly what the Flannels event space was started for: people coming together around their passions.

More importantly is the actual, physical experience of it and the store is designed with that ethos in mind. The wonderful interior design helps present the carefully curated selection of brands and clothes in an inviting and aesthetically pleasing way. On the second floor, for example, is a hangout corner dedicated to the latest and best sneaker drops. What we really gain from going in-store, feeling the clothes and speaking to the experts on hand is the experience. Like AJ Tracey’s blistering performance, it is experiences that we remember the most.

Check out the Flannels flagship store on Oxford Street and their website for details on more exciting acts playing in the near future.

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