Carnaby Street Craft Rebel

Based on the idea of rebellion through craft, we completed an interior overhaul of the Diesel male & female stores in 3 weeks from design to installation! We managed the refits, coordinating big stuff like new flooring & walls to neon signage, lighting & furniture, and small details like new coathooks & cut glass doornobs in the fitting rooms. We created woven slogans, and wall treatments using timber chains mesh & ribbon & even designed a brand new merchandising system all with a bespoke handcrafted touch.

Huge thank to everyone who helped out on the project; Olli, Russel, Lizzie Lay, Chris, Carita, Lizzie King, Lilly, to the awesome install team of Rich Gallagher, Paul, Chris, Rich Catterill, Johnny, and to Alice for being brilliant as ever


Male denim wall clad in reclaimed timber with sprayed signage.
Big cardboard 3D letters on blue OSB plinths create a focal point.

8m woven slogan on Harris fencing in the entrance of the male store

Using OSB panels with timber supports we created a feature wall for trainers.
Typography handcrafted by weaving wool & string around protruding nails.


With a backdrop of raw plaster the cut crystal lighting from Southgates on Columbia Road softens the cash desk clad in tin tiles, many thanks to Emily at Caravan for sourcing the tiles very quickly!

Bespoke merchandising system and rails designed & made for male & female stores, using mild steel tube & plumbing fittings. Thanks to Jason at Morgans trussing.

3D fit signage cut in ply & wrapped in ribbons & wool

Chain treatment on female walls throughout denim area

A snapshot of the female frames before we installed, hope to get some more pictures up soon, but in the meantime go and see it in the flesh!