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Womenswear e-tailer 4th & Reckless is set to launch its first two-day pop-up shop in London, offering an immersive shopping experience to its customers.

The pop-up, which is open to the public from 3 to 4 May, celebrates the launch of 4th & Reckless’s resort range in collaboration with social media influencer Loz Vassallo.

Shoppers can preview the entire “Postcards from Paradise” collection, which was inspired by coastal landscapes and tropical islands. They can enjoy styling consultations, meet Loz Vassallo and take advantage of exclusive discounts. Guests can also enjoy live DJ sets and be in for a chance to win a £500 in-store voucher.

Owner and CEO, Pawan Khosla shared, “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.”

Over the past year, the British-based brand has experienced exceptional growth and now operates globally with offices in Bangladesh, China, Turkey, and Los Angeles. Its success is also driven by third-party retailers including ASOS, Selfridges and Urban Outfitters.

Khosla continued: “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.”



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