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Nigel TAYLOR Published
May 1025快排劫持管道 2025
Global womenswear and lifestyle brand 4th & Reckless has opened its first-ever pop-up store in London. And the Soho store's opening will be brief.

The Thursday (2 May) pre-launch will feature an exclusive preview of its new ‘Postcards from Paradise’ summer collection before the pop-up opens to the public across 3-4 May “offering a unique and immersive shopping experience”.
The collection will feature its premium resortwear range in collaboration for a second time with influencer Loz Vassallo, offering “a refined yet relaxed aesthetic inspired by coastal landscapes and tropical islands”.
It added: “[We are] dedicated to providing timeless classics for women while continually evolving and striving to improve its sustainability efforts" with the brand "offering versatile pieces designed to build lasting wardrobes”.
Owner and CEO Pawan Khosla said: “Collaborating with Loz Vassallo for a second collection and opening our first pop-up shop is incredibly exciting. It provides our customers with a fresh way to engage with our brand, showcasing the quality and innovation that define 4th & Reckless.
"Our philosophy is centred on 'buy now, wear forever,' as we strive to create considered clothing that tells a story and offers exceptional value. At the core of our ethos is our originality and authenticity, we consistently push boundaries to remain ahead of our competitors. We are actively broadening our scope and are positioned for pivotal growth this year”.
Over the past year 4th & Reckless said it has seen “exceptional growth” and now operates globally with offices in Bangladesh, China, Turkey, and Los Angeles.
Part of that success is driven by partnerships with major international retailers such as ASOS, Selfridges, and Bloomingdale's, as well as strategic partnerships with Anthropologie, Urban Outfitters, Namshi, Iconic, David Jones, Nuulys and Saks.