Since he was plucked from the concrete undercroft of Southbank by Lev Tanju to become the face of Palace Skateboards in 2013, South London-bred designer, artist, and skateboarder Blondey McCoy has emerged as somewhat of a British cultural icon. It’s fitting, then, that having already conquered the streetwear game with Thames London, McCoy has returned with a second mark, boldly self-titled Blondey. As the eponymous nature of its moniker suggests, Blondey represents a deeply personal vision for the multi-hyphenate. The line serves as a sartorial extension of his artistic oeuvre—adding another notch to the proverbial belt, McCoy held his first solo exhibition in 2015. Intimate and lush with the personal references that color his body of art, Blondey weaves strands of Brit pop culture, religion, politics, and autobiographical allusion into a range of men’s street staples. Sweatshirts and hoodies bear the titles of exhibitions past and present, most notably 2018’s Us and Chem, which explored McCoy’s struggle with mental illness. T-shirts featuring collage-style graphics and original photomontages recall the DIY ethos of skate culture or, more specifically, the sticker-pasted underside of a favorite deck.