— 2 May 2018, 19:41 by Lauren Furey
Friday On My Mind (FOMM) is the go-to hub for a standout look that's guaranteed to knock out. This place is a fan of bold colours and limited editions, which means you can be certain that each purchase is special in its own way. We caught up with FOMM founder, Antoine Collin to find out more.
Tell us who you are and what you do.
We are Friday On My Mind (FOMM), a clothing brand founded by Sammy Broadhurst and myself, back in Sydney, Australia in 2014.
FOMM started life at the iconic Bondi Beach markets, where our unique shirts built up a dedicated following among the fashion crowd, before coming home to London.
After running a few successful pop-ups in London and Paris, we decided to open our first store here at Boxpark Shoreditch..
We hand pick every vintage piece from suppliers around the world to guarantee the highest quality. Also we design our very own FOMM Limited Collections inspired by our favoured vintage looks.
Our Brand is all about fun, freedom and self-expression for people with a sense of adventure. All at affordable prices too. Our staple shirts come in a style for everyone and any occasion.
After the huge success of our first self designed Women's collection we are really excited to be releasing our first Mens collection in store in May expect bold prints, bright colours and beautifully fitted shirts
How did idea for FOMM come about?
The Idea for FOMM came about after seeing some beautiful vintage pieces from a few trips we made together. With a lingering gut feeling, we took the decision to put our last remaining cash together and buy what we thought would work. It only took a few weeks to realise that we had something good going on.
The passion for what we do took us much further than what we’d have ever imagined, and yet we still have this exciting feeling that this is just the beginning for us!
What song best sums up your brand?
The song that sums up our brand has to be the song we named our brand after - "Friday On My Mind" by the Easybeats. A 60s classic guaranteed to get the party started!
The whole idea of the song is you have Friday on your mind all week long, you’re bored at work and you’re counting the days until you're finally able to release this energy and be your true self!
We feel we are kind of an extension to this song by providing the perfect outfit to stand out from the crowd and shine amongst your group of friends at the weekend.
What is your favourite item that you currently have in stock?
Our favourite item we currently have in stock has to be our FOMM Limited Collection. This collection is the result of a long and determined process that began 2 years ago, when we decided that selling vintage wouldn't be enough for our crowd and therefore decided to create our very own designs and cuts. We’ve pushed the boundaries with this collection by having some of the most spectacular prints you can ever find on a shirt.
We basically wanted to demonstrate that you can find original and unique items at an affordable price without neglecting the quality of the product.
Which other Boxpark Shoreditch trader would you recommend to customers?
Definitely the Camden Watch Company; they design the most beautiful watches, all their collection are based around Camden’s history and the Victorian era. As a matter of fact, we had never really worn a watch until we found them.
And we have to admit that our shirts combined with their watches are such a great match, go and see for yourself!
What is your favourite thing about Shoreditch?
Our favourite thing about Shoreditch is taking a seat at one of the many cafés and watching the people go by. Shoreditch is full of strong characters, primarily the most creative types, and watching these people can be highly inspiring for our creative minds. People often define London as a city where you won’t be judged about your outfit, Shoreditch is taking this fact to a whole different level, people here DARE and we love it!
Finally, what was the last song you listened to?
The last song we fell in love with was 'Pillow Talk' by Sylvia, we heard it in the show Vinyl, which was produced by Mick Jagger and Martin Scorsese; it’s groovy, sensual and highly addictive, we must have listened to it at least a hundred times since last week!
FOMM is open 7 days a week at Boxpark Shoreditch and you can follow them online on Facebook and Instagram.