West End was created as part of the refurbishment of the Vans Oxford Street flagship store, transforming the space into a cultural hub with a product collection designed specifically for its location. I was tasked with developing the first collection, creating a concept that would resonate with both international visitors and the local London community.

The starting point was understanding the people who passed through the store every day. Rather than creating conventional tourist merchandise, I explored the language and character of London itself. Using the word “innit” as the central graphic device, I developed a collection of T-shirts and skateboard decks that celebrated local identity while remaining accessible to visitors looking for something uniquely tied to the city.

The collection launched alongside the store refurbishment and quickly became one of the best-selling ranges in the Oxford Street location, selling through completely. Its success established the foundation for an ongoing programme of location-specific product, with future collections continuing under the same initiative.