Hoax - the clothing brand favoured by Ed Sheeran - is returning to Ipswich
PUBLISHED: 13:40 29 October 2019 | UPDATED: 10:28 06 November 2019
Hoax is hoping to recreate the success of their Ed Sheeran pop-up shop when they return to Ipswich town centre next month.
The Suffolk-based clothing brand, which regularly works with Framlingham star Ed Sheeran, will open their store at 52 Buttermarket on November 16.
The pop-up shop will be open for eight weeks over the Christmas period.
Hoax will be taking over the empty building that was previously home to Riley and Riley Jewellers.
The shop closed its doors earlier this year after its relocation to Aldeburgh.
The new pop-up is close to where the brand hosted their highly successful Ed Sheeran shop in the summer to coincide with his homecoming gigs at Chantry Park in Ipswich.
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Hundreds of excited Sheeran fans queued for hours along the busy town centre street to get their hands on exclusive merchandise including pieces designed in collaboration with the Suffolk singer.
The brand also helped to select a live act to support Sheeran on the homecoming leg of his tour through a nationwide battle of the bands competition.
This time, however, Hoax will be going it alone, just selling their own products.
"We will be launching some new products," said Archie Carter from Hoax. "As well as a few exclusives and some bargains for Christmas."
Mr Carter said they had received very positive feedback from the previous pop-up shop and were pleased to have a physical shop rather than just selling online.
"It's nice to have something on the high street," said Mr Carter, who is looking forward to meeting customers face to face.
"We will be open for late night shopping and the light switch on. We are trying to make a big thing about it.
"We are really excited about it."
Work is set to begin to transform the shop this week.