2022

The Beginning

Let me take you on a quick journey through how Soho Studios came to life. I’m Josh, and I founded the brand in 2022, driven by a love for clothing and a constant urge to create cool stuff, I used to customise trainers before SS. At the beginning, the brand was a direct reflection of where I was at in life. Every drop stood on its own, shaped by whatever inspired me at the time. The first collection had a real 90s groove to it, heavily inspired by the music I was listening to back then.

Losing Everything

Originally, we were manufacturing everything in Pakistan before getting hit by the Pakistan floods, losing absolutely EVERYTHING. All the stock, all the money. Enough for most people to sack it off there and then. We moved production to the UK, which should’ve made life easier. It didn’t. There’s a reason the UK doesn’t manufacture much anymore… we’re useless.

First Shoots & Second Mistakes

Our first shoot took place at a community studio using my mates as models, and I invited all my friends down to support. Big mistake. Way too many cooks in the kitchen. We ended up losing all the photos and had to re-shoot the following week because my mate didn’t actually know how to use the camera.

Somehow, I Kept Going

It was a chaotic start from pretty much every angle, but somehow I kept going. Looking back now, that period probably shaped the mentality of the brand more than anything else.

2023

The Skateboarding Era

2023 saw me re-ignite my love for skateboarding, which naturally started filtering into the clothing. The direction shifted quite heavily. It wasn’t for everyone at the time, but one thing never changed, the quality. Anyone who’s worn our pieces can testify to that.

Enter Beau

Enter Beau’s modelling phase for Soho Studios. At the time, he was an aspiring model alongside his DJ career. In April 2023, I pitched the idea of designing collaborative merch for his Intima events. Beau didn’t really get the concept, or why anyone would sell heavyweight, high-quality t-shirts at basically cost price and make no money. But that was never the point.

Building a Community

The point was building awareness and making people feel part of something special, even if they didn’t realise it yet. Later that year, we hosted another party. Slightly more stock, and this time a lot more belief from Beau. The result was the same. The t-shirts became the talking point of the night, and from that moment on we knew these events would always be part of the brand.

The Trucker Jacket

Then came the ‘Vintage Wash Trucker Jacket’. Our first outerwear piece, and the product that kind of put us on the “map” if the map was the size of a Post-it note. Nonetheless, this was the piece that genuinely made me feel like we could be onto something. We still sell variations of this jacket today.

2024

Beau Joins the Brand

By 2024, Beau officially decided he wanted to become part of the brand. He’ll argue this was the pivotal moment for Soho Studios and, to some degree, he’s probably right. Almost immediately, we started putting structure around the brand. Tone of voice, creative direction, brand language. All things I had absolutely zero experience in.

Finding Our Identity

Credit where it’s due though, because this has since become a huge part of what we do.At the same time, Beau stepped behind the camera to try his hand at videography. At first, we didn’t really see eye to eye creatively. I was chasing this super clean, Cole Buxton-esque aesthetic which, in hindsight, was never really us. It was just what I thought looked cool at the time.

SS24

SS24 marked our first proper attempt at full-length graphics, and the ‘Arts Club’ mascot became a huge turning point creatively. Since then, mascot graphics have become a signature part of the brand and have featured across multiple collections, including all of the party merch.

Elevating the Product

Slowly but surely, the products we were putting out started elevating. I was finally beginning to understand what the hell I was doing. This year also saw the introduction of the denim version of our best-selling trucker jacket. Another staple product for the brand, and one we’ll probably hold onto forever.

2025

Raising the Bar, Another Party

We kicked off 2025 with a party celebrating my 29th birthday. Same principle as before, but elevated again. Hosted at Kettner's in Soho, we somehow managed to 4x the venue capacity, much to their frustration. But once again, we raised the bar.

The Cardigan Campaign

Less than a week later, we shot the campaign for our new cardigans at It's Bagels in Soho. This genuinely felt like a major shift upwards on every level. The product, now our best-seller (Ever), the photography, the videography, the overall execution. Everything suddenly felt far more refined.

HMRC Dissolves the Business

And then, just as things were going well, HMRC dissolved the business. A ridiculously simple accountancy error cost us everything. Trading had to stop immediately, our bank accounts were frozen, and overnight the business was effectively shut down. We couldn’t trade for over three months, and honestly, it couldn’t have happened at a worse time.

Resurrection

But we bounced back the only way we knew how, with a ‘Resurrection Party’. The support during that period was insane. Constant messages telling us to stick at it, people backing the brand harder than ever. Another reminder that we were obviously doing something right. We closed out the year with our strongest Black Friday yet, keeping it exclusive to existing customers as a thank you for sticking by us whilst we fought to get the business back.

2026

Best Month on Record

We kicked off 2026 with our best month on record, which is pretty mental considering this time the previous year we’d just had one of our worst. Crazy what a difference a year can make.

SS26

We’ve now just dropped our SS26 collection, and genuinely, it’s our best work by a long, long way. I know we probably say that every time we release something new, but this collection honestly feels like a completely new version of the brand. Bigger vision. Better product. More confidence in who we are. Everything feels more considered now, from the product itself through to the campaigns, storytelling and overall direction of the brand. We hope you love the collection and continue following the journey. We’re only just getting started.