When YUNGBLUD announced he was opening a store on Denmark Street, it felt like more than just another artist selling merch. For fans, it was a promise: a physical community space right in the middle of London’s most storied music street. On opening day, it was obvious just how much it meant.

Unlike a normal launch, you couldn’t just turn up, you had to sign up by email and be given a time slot. That didn’t stop the buzz from spilling into the street. Fans turned up hours early, dressed in black and pink, swapping stories and blasting YUNGBLUD tracks from portable speakers. There was even a pop-up of Camden’s famous Hawley Arms pub set up for the day, giving the whole thing the feel of a mini-festival.

When Dom arrived, he didn’t duck straight inside. He greeted fans in the store, signed bits, took selfies, and as always, made the whole thing feel more like a hangout than a transaction. Later, he took it up a notch with a live performance on a stage set up right there in the middle of Denmark Street. For a few hours, that little stretch of road turned into a street party, part gig, part family gathering, with YUNGBLUD at the centre of it all.

A month later, the hype has settled, but the energy hasn’t disappeared. Instead of the chaos of launch day, the shop has found its rhythm. Fans drop in for exclusive jewellery and hoodies, sure, but also to meet, to connect, and to soak up the atmosphere. The graffiti-splashed walls and loud décor make it feel more like a community hanagout than a shop, and that’s exactly the point.

That energy has mellowed, but it hasn’t gone away. Instead of the chaos of launch day, the shop now has a steady pulse. Fans drifting in after school, tourists making it a stop on their London trip, and long-time followers treating it like a clubhouse. Staff chat to regulars by name, new merch drops spark quiet excitement, and the graffiti-splashed décor feels like it belongs more each day. In a city where spaces for young people are constantly shrinking, YUNGBLUD has carved out a little corner that feels theirs, not corporate, not polished, just real.

Talk to anyone hanging around, and the same word comes up again and again: belonging. That’s always been YUNGBLUD’s message, giving outsiders a place to feel inside, and here it’s tangible. It’s not just another store; it’s a corner of Denmark Street where fans know they’ll be understood.

Denmark Street isn’t just any location, either. It’s where the Sex Pistols once rehearsed, where Bowie passed through, where generations of misfits shaped the sound of British music. By planting his flag here, YUNGBLUD isn’t just selling merch, he’s joining that lineage. One month on, it’s clear the move wasn’t just about opening a shop. It was about creating a home.