How yungblud became a movement

Inside the London hotspot of fashion, culture and community

Inside the Beautifully Romantic Accidentally Traumatized store

The iconic stretch of central London that covers Denmark Street is no stranger to rock n roll royalty, but nestled among the record and guitar stores 20 Denmark Street stands as a monument of vitality to a location steeped in history.

Above the storefront a sign reads “Beautifully Romantic Accidentally Traumatized” (stylised as B.R.A.T), this is the lifestyle brand that rocker Yungblud has founded and nurtured alongside a team of his creative collaborators.

Pieces within the store embody the brand's “elevated punk” aesthetic, as British punk collides with hard rock stylings and high fashion.

B.R.A.T pieces and information can be found: HERE

The store launch on Denmark Street

For fans who take the pilgrimage, the basement holds a 50-person capacity venue which is adorned by notes written across every inch of the walls. Further cultivating the vibe are esoteric delights such as a leopard print pool table, a case containing Yungblud’s first ever guitar and a postbox for fans to leave fan mail.

Above this temple to rock, Manager Tommas Arnby held a round table interview where he discussed his love for British Rock music, and where he thinks the genre is going.

He talked about the current music landscape and the lack of guitar-driven music in the UK charts. Focusing on the difficulties imposed by political damage done to the touring industry, he stated how difficult it can be for emerging artists to grow due to the business realities of being a musician in the modern age.

Having worked extensively with Yungblud, he took the time to discuss the blueprint for building one of modern music’s most devoted global communities. Through which a movement sprang up that transcends streaming numbers and charts.

By fostering a community that embraces this new era of alternative expression, Yungud and his team have been able to create Bludfest. A celebration of music, culture and people that has seen tens of thousands of decimated fans make the pilgrimage to Milton Keynes.

This year it was announced that Bludfest would move to Czechia. Alongside the location, an exceptionally curated lineup was announced which contains:

• Yungblud

• Biffy Clyro,

• Primal Scream,

• Palaye Royale,

• Destroy Lonely

• Pale Waves,

• Bambie Thug,

• Jesse Jo Stark,

• Leap,

• Nieve Ella,

• Pam Rabbit 

Tommas stressed the passion that has gone into this festival, alongside Yungblud's mammoth UK arena tour, and the care with which every aspect of this movement has been treated. Seeing the meticulous creation of the B.R.A.T flagship store, it’s easy to believe.

Bludfest tickets and content can be seen: HERE

Bludfest Year 3