Why Are Brits Only Just Finding Out About TfL’s Secret Clothing Line?
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12 hours ago
And, even more oddly, it's based in South Korea
However much you think you know about TfL, think again. While the UK’s perception of Transport for London may be limited to grimy tube carriages, temperamental Oyster cards and monotone renditions of ‘see it, say it, sorted’, this transport service has a dark(ly stylish) underbelly. And no, we’re not talking about the red double decker-patterned socks you can get from the London Transport Museum shop. Unbeknownst to most people living (and commuting) in the city, TfL has it’s very own streetwear label. It’s time to meet London Underground Studio.
The Story Behind London Underground Studio, TfL’s Secret Clothing Line
‘Street style’ and ‘London Underground’ – two phrases that, up until this point, we believed were mutually exclusive. But after seeing a recent TikTok video posted by @jaymfs, we stand corrected. The video, which was posted earlier in January, shows a pop-up shop in South Korea. The brand behind the pop-up? A TfL-themed clothing line called London Underground Studio.
@jaymfs TfL having a whole secret clothing line in South Korea whilst raising the tube prices in London is wild #tfl #london #tube #southkorea #fashion #londontiktok #CapCut ♬ Elevator Music type Beat “Sunsets” – SSR Studio & YAK
What’s perhaps more shocking about the video is just how stylish all the clothing in the shop is. A quick glimpse reveals distressed leather bomber jackets, knitted jumpers and caps with tasteful logo placements. ‘Does London Underground know about this?’ one TikTok user commented. A valid question – and, apparently, the answer is yes.
‘TfL having a whole secret clothing line in South Korea whilst raising the tube prices in London is wild,’ said @jaymfs. We agree. But how exactly did London Underground Studio come about? And, perhaps a more baffling dilemma, why is the label based on the other side of the world?
What Is London Underground Studio?
As mentioned, London Underground Studio (also known as just London Underground) is a streetwear brand inspired by the UK capital’s transport network. The label was first unveiled back in 2023, as part of TfL’s 160th anniversary celebrations. ‘London Underground is the streetwear brand inspired by the London Underground, the world’s first underground subway with a history of 160 years,’ notes the brand’s official website. ‘Our brand motto is “Unexpected Heritage” and we combine the heritage of the past with present trends in everyday life with a new perspective. Our street label reinterprets the past from a fresh and new perspective.’
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Items in the collection span loose-fit short-sleeve shirts with prominent brand artwork, jacquard knits inspired by the opening of the Underground in 1863 and textured knit cardigans. The range also includes accessories like graphic ball caps, beanies, bags and mufflers.
And the reason why the label has largely flown under the radar until now is, most likely, it’s location. London Underground Studio was created in collaboration with South Korean fashion brand Handsome, which is part of the Hyundai Department Store Group.
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This isn’t the first time we’ve witnessed anglophile tendencies from the Land of the Morning Calm, either. Another TikTok video that went viral in December, around the time Wallace & Gromit: Vengeance Most Fowl hit screens, shows a store with rows on rows of Gromit-themed bag charms. And, running on the TfL theme, you can even find a number of modified Underground signs hanging around Hongdae, a popular neighbourhood in Seoul.
‘We are delighted to launch this fashion collection with Handsome,’ said TfL’s brand licensing manager, Ellen Sankey, said when the line first launched in 2023. ‘London Underground celebrates its 160th birthday this year, and its iconic designs are as much a part of that history as the transport itself.’
Can You Shop From The UK?
Sadly, it looks like London Underground Studio is still exclusive to Korean shoppers – although you can still browse its AW24 collection at londonundergroundstudio.com
Featured image: Adam Miller, Unsplash
