Leading performance clothing brand, ThruDark, has launched a brand-new pop-up store at Selfridges Birmingham. Now open at the Bullring store, it features a range of high-performance outerwear and activewear clothing crafted for a multitude of interests and environments.
The pop-up experience, located on the second floor menswear department in Selfridges Birmingham will run until the end of May, showcasing ThruDark’s premium outerwear garments from its robust waterproof jackets to technical gym wear. At the forefront of the pop-up, visitors can view the iconic Summit Suit worn by record breaking mountaineers featured in the popular Netflix film ’14 Peaks: Nothing Is Impossible’.
Founded on years of experience within UK Special Forces, the ThruDark premium outerwear collection is designed for dynamic outdoor pursuits and worn by the likes of Former Special Forces, Jason ‘Foxy’ Fox, from Channel 4’s SAS: Who Dares Wins and two-time Olympic gold medalist Victoria Pendleton CBE.
Former Special Forces and Co-Founder of ThruDark, Louis Tinsley, comments:
“The ThruDark brand represents the endurance through difficult situations experienced by all that encounter hardship throughout their lives and we strive to produce the best clothing and equipment to assist us all in the ‘Endeavour Through Adversity’.
“Our garments have been developed to perform at the highest degrees and weather all climates, from extreme cold tundra to humid jungles.
“We’re excited to bring our collection to the people of Birmingham, allowing them to unlock their true potential when taking on their next adventure or challenge.”