Platonic Juice pop-up opens at former Tolli’s


A two-month summer store from the ethical clothing brand is also selling juices and coffee



Nice to see the long-boarded-up Tolli’s springing back to life this week. Doesn’t its most recent incarnation Brindian feel a million years ago?

Anyway, new arrival Platonic Juice is a summer pop-up serving up freshly made juices and ethically sourced t-shirts to locals and Londoners.

A hang-out spot run by young Kentishtowners with big plans – exhibitions, readings, stand-up comedy, music and DJ events – which will evolve as regulations become clearer, the temporary store promises to be what the organisers George and Maggie call “a blast of joyous youthful energy to dispel the lockdown blues”.

Not heard of the brand? Since its inception last year Platonic has produced a wide variety of tees. It was built out of a desire to celebrate classic t-shirts with imaginings of a better future: take ‘The Beginning Is Nigh’ , for example or, our fave, the jokily postmodern ‘t-shirt on a t-shirt’ design, which references James Dean and his ‘platonic ideal’ of the garment.


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Their latest is a fetching ‘Still Rollin, Class of 2020’ number. “‘Class of 2020’ represents those who have left school or university,” says Platonic’s Will Hobson, “or are otherwise at an important point in their lives, and are suffering from a chronic sense of anti-climax because of the pandemic. The ‘Still Rollin’ message is that, despite one stage of their life coming to an unexpected end, they can still go on and flourish.”

Grab a limited edition T. Photos: Platonic

Better still, if you’re tempted to swing by, 10% of all ‘Still Rollin’ sales will go to the Champions for Children campaign. This promises to fund 94 different projects delivering vital services such as hot meals, holiday play projects, social work referrals, psychotherapy, and family support in the home to support over 100,000 vulnerable children affected by COVID-19.

Want some small print? All tees are produced by Neutral and Stanley/Stella, meaning they are manufactured and certified according to the highest social, ethical and environmental standards.

The Platonic store will be open the entire summer, “hopefully a bright star in the Kentish Town firmament,” says Will, “and a destination for everyone heading outdoors, onto Hampstead Heath or wherever the sun takes them.”

Thirsty? Pick up a squeezed juice – ours is a carrot and ginger – or iced tea and coffee at “special opening prices” till Wednesday.

Platonic Juice vs Tolli’s, 327 Kentish Town Road NW5 2TJ, runs until 6th September 2020, open Mon–Wed 9.30am-6pm, Thurs-Sat until 7pm. Follow @platonic_clothing or more info here

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