Johanna Parv Pop-Up Sale

If you’re not yet familiar with London-based designer Johanna Parv, we suggest you follow closely and clear your diary for Friday, 16th May. Intercepting the monotonous world of sportswear with a keen creative eye, the Estonian-born designer has fixed her gaze on the fast and fashionable female cyclists that traverse London’s chaotic streets. 

While sports style is a well-defined sartorial genre, with its lurid lycra and squeezing silhouettes, it’s not necessarily the chicest of clothing. With a refined understanding of the contemporary woman’s ability to master both fashion and function, Johanna has developed a design DNA that embodies technicality with taste. Sporting elements remain structurally present, and she directs her craft toward creating design features that are often overlooked, especially when it comes to designing clothes for women. Flowing skirts can exist as feminine archetypes, but in Johanna’s practical world, she designs them with armholes (you heard us right), allowing you to slip the flowing hem of your skirt over your shoulder to avoid it catching in the bike chain. While these small changes make sense, design has long failed to centre the wearer, instead prioritising aesthetics alone. Johanna strikes the perfect balance between the two; while practicality is woven into her processes, this does not come at the expense of genuine style. 

Now that we’ve got your attention, on 16th May, at the TANK GPS space, Johanna will be hosting a spring pop-up sale for one day only, so you’ll want to keep that Friday free. Of course, her pieces work with velodrome versatility in mind, but even without a bike (or any reasonable cycling skills), the city-girl chic vibe is totally nailed. Open from midday to 7pm (with drinks from 5pm because, duh, it’s a Friday), get yourself down to the TANK GPS space, park yourselves or your bikes out front, and explore what Johanna Parv has to offer.