When Vice magazine rips the piss out of city folk with avant-garde Euro styles and you wonder where these people come up with their looks, Year Zero provides a potential answer. Here’s where such avant-garde farsters (those who confuse fashion and art) get their kicks. Staffed by eccentric personnel and championing the most idiosyncratic of pieces, Year Zero’s retail attitude is as loud and large as its window displays. Let it be known that this shop isn’t for the casual fashionista—it’s in a hardcore, offbeat league of its own.

Our belief is that the owner of the store sold his soul to the devil in exchange for a Soho boutique where B.Boys and Fly Girls could be royally serviced. Now, it seems, Beelzebub’s sweatshop is working overtime to produce deviant but desirable objet d’fart for this unique establishment. All Year Zero clothing is made by hand and individually screen printed to ensure one-off, cutting-edge styling.

It’s quirky, fruity and a little bit naughty. Even when the future looks bleak, Year Zero kids will still be rocking shocking pink.