{"id":93657,"date":"2025-02-21T14:13:34","date_gmt":"2025-02-21T14:13:34","guid":{"rendered":"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/?p=93657"},"modified":"2025-02-21T14:13:35","modified_gmt":"2025-02-21T14:13:35","slug":"grangetown-streetwear-designer-is-taking-london-by-storm-with-a-pop-up-in-selfridges","status":"publish","type":"post","link":"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/2025\/02\/21\/grangetown-streetwear-designer-is-taking-london-by-storm-with-a-pop-up-in-selfridges\/","title":{"rendered":"Grangetown streetwear designer is taking London by storm with a pop-up in Selfridges"},"content":{"rendered":"\n<h4 class=\"wp-block-heading\">His custom designs were spotted by sportswear label Champion on Instagram <\/h4>\n\n\n\n<p>A STREETWEAR designer from Grangetown has teamed up with one of the world\u2019s biggest sportswear brands to bring a personalised touch to customers in its flagship London stores.\u00a0<\/p>\n\n\n\n<p>Suliman Khan, the 27-year-old face behind Ice Cream Embroidery, has been embroidering garments live in Champion\u2019s Soho store, and is running a pop-up in Selfridges this weekend.&nbsp;<\/p>\n\n\n\t\t<div class=\"embedpress-gutenberg-wrapper aligncenter   ep-content-protection-disabled inline\" id=\"debbd396-de03-45c3-b047-1939e645f2dc\">\n\t\t\t\t\t\t<div class=\"wp-block-embed__wrapper   \">\n\t\t\t\t<div id=\"ep-gutenberg-content-0280185b8525c2d94f55b417d204ed34\" class=\"ep-gutenberg-content\">\n\t\t\t\t\t<div \n\t\t\t\t\t\t >\n\t\t\t\t\t\t<div  class=\"ep-embed-content-wraper  insta-grid  \" \n\t\t\t\t\t\t \n\t\t\t\t\t\t \n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"ose- ose-uid-05b9b28423b468d7a74e484a9ed4f0fd ose-embedpress-responsive\" style=\"width:600px;height:600px;max-height:600px;max-width:100%;display:inline-block\"><blockquote class=\"instagram-media embera-instagram-05b9b\" data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/DGTHIWeIYVM\/\" data-instgrm-captioned data-instgrm-version=\"13\" style=\"margin: 1px;max-width:100%;min-width:326px;max-height:100%;padding:0;width:99.375%;width:-webkit-calc(100% - 2px);width:calc(100% - 2px)\">Instagram will load in the frontend.<\/blockquote><\/div>\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t<style>\n\t\t.ose-youtube.ose-uid-05b9b28423b468d7a74e484a9ed4f0fd {\n\t\t\twidth: 600px !important;\n\t\t\theight: 600px!important;\n\t\t\tmax-height: 600px !important;\n\t\t\tmax-width: 100%;\n\t\t}\n\n\t\t.ose-youtube.ose-uid-05b9b28423b468d7a74e484a9ed4f0fd>iframe {\n\t\t\theight: 600px !important;\n\t\t\tmax-height: 600px !important;\n\t\t\twidth: 100%;\n\t\t\tposition: relative !important;\n\t\t}\n\t\t\n\n\t\t.ose-uid-05b9b28423b468d7a74e484a9ed4f0fd .wistia_embed {\n\t\t\tmax-width: 100%;\n\t\t}\n\n\t\t.alignright .ose-wistia.ose-uid-05b9b28423b468d7a74e484a9ed4f0fd{\n\t\t\tmargin-left: auto;\n\t\t}\n\t\t.alignleft .ose-wistia.ose-uid-05b9b28423b468d7a74e484a9ed4f0fd{\n\t\t\tmargin-right: auto;\n\t\t}\n\t\t.aligncenter .ose-wistia.ose-uid-05b9b28423b468d7a74e484a9ed4f0fd{\n\t\t\tmargin: auto;\n\t\t}\n\t\t.ose-uid-05b9b28423b468d7a74e484a9ed4f0fd img.watermark{\n\t\t\tdisplay: none;\n\t\t}\n\t\t\n\t\t\n\n\t\t\n\n\t<\/style><style>\n\t\t.ose-matterport.ose-uid-05b9b28423b468d7a74e484a9ed4f0fd {\n\t\t\tposition: relative;\n\t\t\twidth: 600px !important;\n\t\t\theight: 600px !important;\n\t\t\tmax-width: 100%;\n\t\t  }\n\t\t.ose-giphy.ose-uid-05b9b28423b468d7a74e484a9ed4f0fd img{\n\t\t\tposition: relative;\n\t\t\twidth: 600px !important;\n\t\t\theight: 600px !important;\n\t\t\tmax-width: 100%;\n\t\t  }\n\n\n\n\t<\/style>\n\n\n<p>Sul was approached by Champion last November after his designs were spotted on Instagram by one of the brand\u2019s agents.<\/p>\n\n\n\n<p>He was originally asked to run a pop-up for four days in the run up to Christmas, offering free embroidery with any in-store purchase, including the brand\u2019s signature t-shirts and hoodies.&nbsp;<\/p>\n\n\n\n<p>The collaboration was such a success that they have teamed up again, with more dates on the horizon later this year.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" width=\"799\" height=\"998\" loading=\"lazy\" src=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/Edit-2.jpg\" alt=\"\" class=\"wp-image-93711\" style=\"width:550px;height:auto\" srcset=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/Edit-2.jpg 799w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/Edit-2-240x300.jpg 240w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/Edit-2-770x962.jpg 770w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/Edit-2-293x366.jpg 293w\" sizes=\"auto, (max-width: 799px) 100vw, 799px\" \/><noscript><img decoding=\"async\" width=\"799\" height=\"998\" src=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/Edit-2.jpg\" alt=\"\" class=\"wp-image-93711\" style=\"width:550px;height:auto\" srcset=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/Edit-2.jpg 799w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/Edit-2-240x300.jpg 240w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/Edit-2-770x962.jpg 770w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/Edit-2-293x366.jpg 293w\" sizes=\"(max-width: 799px) 100vw, 799px\" \/><\/noscript><figcaption class=\"wp-element-caption\"><strong>Sul is working between Cardiff and London, with Champion sending a van to transport his embroidery machine back and forth from his studio in Grangetown<\/strong>. Credit: ICE<\/figcaption><\/figure><\/div>\n\n\n<p>Sul, whose work was featured by the Cardiffian in November 2024, said that working with a major label such as Champion is a breakthrough for his small business.\u00a0<\/p>\n\n\n\n<p>\u201cTo be able to say that I work with Champion, it elevates the whole brand of the business. It gives me a stamp of approval,\u201d said Sul.&nbsp;<\/p>\n\n\n\n<p>When the brand first reached out, he assumed the message was fake.<\/p>\n\n\n\n<p>\u201cAt the time, the storage on my Google account had run out, literally that hour that they sent the email. I hadn\u2019t received anything, so I thought it had to be spam. Then I bought more storage and everything came through,\u201d he said.\u00a0<\/p>\n\n\n\n<p>The offer of customising purchases has gone down well with shoppers, with more than 95% of people buying clothes in-store choosing to get them embroidered.<\/p>\n\n\n\n<p>\u201cA lot of the pieces are on average \u00a3100 to \u00a3200, so there\u2019s pressure. The embroidery has to come out perfect and the exact order that they want. If you made a spelling mistake it would be awful,\u201d Sul said. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" width=\"768\" height=\"1024\" loading=\"lazy\" src=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work-768x1024.jpg\" alt=\"\" class=\"wp-image-93714\" style=\"width:536px;height:auto\" srcset=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work-768x1024.jpg 768w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work-225x300.jpg 225w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work-770x1027.jpg 770w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work-500x667.jpg 500w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work-293x391.jpg 293w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work.jpg 1080w\" sizes=\"auto, (max-width: 768px) 100vw, 768px\" \/><noscript><img decoding=\"async\" width=\"768\" height=\"1024\" src=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work-768x1024.jpg\" alt=\"\" class=\"wp-image-93714\" style=\"width:536px;height:auto\" srcset=\"https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work-768x1024.jpg 768w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work-225x300.jpg 225w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work-770x1027.jpg 770w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work-500x667.jpg 500w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work-293x391.jpg 293w, https:\/\/cardiffjournalism.co.uk\/thecardiffian\/wp-content\/uploads\/sites\/9\/2025\/02\/At-work.jpg 1080w\" sizes=\"(max-width: 768px) 100vw, 768px\" \/><\/noscript><figcaption class=\"wp-element-caption\"><strong>Customers are requesting everything from their names to seasonal motifs<\/strong>. Credit: Ice <\/figcaption><\/figure><\/div>\n\n\n<p>Sul works from his studio on the corner of Stafford Street, which has been owned by his family for over 40 years.&nbsp;<\/p>\n\n\n\n<p>Since buying into his dad\u2019s business and rebranding it as ICE, he has been attracting younger customers through posting his custom designs on Instagram. His account has more than 30,000 followers.<\/p>\n\n\n\n<p>Working out of the one world&#8217;s most famous department stores is a big change from his small shop in Grangetown,  but Sul isn&#8217;t letting it distract him from the job.<\/p>\n\n\n\n<p>&#8220;On Sunday night when I\u2019m done, that\u2019s when I\u2019ll take it all in and reflect. But right now I just want everything to go perfect.\u201d<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>ICE is offering free embroidery with any in-store purchase in Selfridges until Sunday. <\/strong><\/li>\n<\/ul>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>His custom designs were spotted by sportswear label Champion on Instagram <\/p>\n","protected":false},"author":1210,"featured_media":93674,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[70,3],"tags":[9027,1932,71,2681,9028,9029,9026],"coauthors":[8785],"class_list":["post-93657","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-grangetown","category-news","tag-designer","tag-fashion","tag-grangetown","tag-london","tag-selfridges","tag-soho","tag-streetwear"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.2 - 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