Yungblud Opens B.R.A.T on Denmark Street: A Fan-Club, Not Just a Shop

In a move as defiant as it is heartfelt, Dominic Harrison – better known as Yungblud – has opened B.R.A.T (Beautifully Romanticised Accidentally Traumatised) at 20 Denmark Street, Soho’s hallowed ground of British music history. Far from a mere retail space, this venture is boldly billed as “a fan club, not a shop” – a creative, inclusive haven where fans truly belong.

In a recent NME interview, Yungblud emphasised the emotional resonance of the location. He reflected: “This street, Denmark Street … has paved the way for The Best of British music since the 1950s. I grew up on the street… it has always been my dream to have a building here,” citing it as a flag planted in cultural soil he’s long admired.

When asked about the concept behind B.R.A.T, he explained: “All this is a place to belong. I don’t want to call it a shop, I want to call it a fan club. … you can come in, you can buy clothes if you want, you can come for a coffee, you can have a beer after work.” Beneath the street-level shop, the lower-ground hasn’t been forgotten – set to host gigs, art classes, and even therapy sessions.

The grand opening on 7 August 2025 felt more like a street-sized block party than a launch. Fans were treated to an impromptu mini-gig by Yungblud himself, featuring tracks like Zombie, Lovesick Lullaby, The Funeral and strawberry lipstick. He closed with a rousing cry: “Keep Denmark Street alive. Keep British f**king music alive. Keep British music powerful.”

This project continues Yungblud’s unrelenting community focus. From founding BludFest – a fiercely affordable festival – to now creating a permanent, accessible creative hub in central London, he’s shaping a movement that’s as DIY as it is heartfelt.

This Is Exactly What Soho Needs

This is exactly the sort of project Soho and broader London have yearned for. Steeped in the history of Tin Pan Alley, Denmark Street now gets a 21st-century twist: a multifunctional cultural space that’s open-ended, inclusive and unapologetically real. The addition of a beer bar, pool table, art classes and performance space – not to mention therapy rooms – says something powerful: Yungblud is striving to nurture community in a city that so often values spectacle over substance.

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