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Hoax - the clothing brand favoured by Ed Sheeran - is returning to Ipswich

PUBLISHED: 13:40 29 October 2019 | UPDATED: 10:28 06 November 2019

New pop-up Hoax store is due to open on November 16  Picture: RACHEL EDGE

New pop-up Hoax store is due to open on November 16 Picture: RACHEL EDGE

RACHEL EDGE

Hoax is hoping to recreate the success of their Ed Sheeran pop-up shop when they return to Ipswich town centre next month.

New pop-up Hoax store is due to open on November 16  Picture: RACHEL EDGENew pop-up Hoax store is due to open on November 16 Picture: RACHEL EDGE

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.

Local company HOAX are set to return with a brand new pop-up shop  L-R Jason Carter, Archie Carter and Ricardo Markin   Picture: SARAH LUCY BROWNLocal company HOAX are set to return with a brand new pop-up shop L-R Jason Carter, Archie Carter and Ricardo Markin Picture: SARAH LUCY BROWN

More: Riley and Riley Jewellers leaving Ipswich

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.

Fans queue outside the pop-up shop hosted in Ipswich with Ed Sheeran earlier this year Picture: ARCHANTFans queue outside the pop-up shop hosted in Ipswich with Ed Sheeran earlier this year Picture: ARCHANT

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.

Ed Sheeran's second night at Chantry Park in Ipswich, performing to a crowd of more than 40,000 people  Picture: Zakary WaltersEd Sheeran's second night at Chantry Park in Ipswich, performing to a crowd of more than 40,000 people Picture: Zakary Walters

"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.

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