Joyrich London pop-up

Joyrich, a directional and colourful American streetwear brand, has landed itself a pop-up in London's Soho.

Housed in independent fashion boutique Machine-A, the Joyrich spring 2014 is on show, alongside other independent brands including Chalayan and Raf Simons.

While this is Joyrich's first foray into the UK, the brand was established in 2007 in Los Angeles with a 'retro future' inspiration. It's graphic prints and oversized sweats have garnered a celebrity following and the company has previously collaborated with Disney and Coca Cola.

Machine-A was founded in February 2013 and is one of the few independent designer boutiques in Central London.