Featured photos by Goodlids

Following a successful stop in Manchester earlier this month, Goodlids has now landed in London as part of its Northern Hemisphere Summer Tour, with the brand’s first-ever New York City pop-up set to open this weekend. Running from 10–19 July at 159 Bethnal Green Road in Shoreditch, the London residency marks Goodlids’ third consecutive summer in the capital, giving customers the chance to explore the latest collection, discover exclusive releases and connect with the team behind the New Zealand hemp outdoorswear brand.

As the tour continues and anticipation builds for Brooklyn, we caught up with Goodlids to discuss the thinking behind this year’s international roadshow, the distinct personalities of Manchester, London and New York and why creating opportunities for face-to-face connection remains central to the brand’s growth. If you’re in London, there’s still time to visit the pop-up this weekend.

Debrief with Dane Watson, Goodlids Founder

With the MCR pop-up wrapped and London open now, how does it feel to be on another Goodlids tour? 

It feels pretty surreal, to be honest. Goodlids started as a small New Zealand outdoor brand, so being able to take it across the world and meet people in cities like Manchester, London and Brooklyn is still something we don’t take for granted. There’s always a bit of nervous energy before a tour, but mostly we’re just excited to get on the ground, meet the community and bring the brand to life in person.

For those discovering Goodlids for the first time, can you tell us a little about the brand and what inspired you to start taking the community on the road?

Goodlids is a hemp outdoorswear brand from New Zealand. We make functional, natural-fibre clothing for the outdoors, but our take on the outdoors is pretty relaxed and accessible. You don’t need to be climbing the hardest route or running an ultra to belong – it might just be walking a local trail, camping with mates or swimming in a river. Taking the brand on the road came from wanting to connect with people properly, beyond a website or social media. The pop-ups let people feel the fabrics, try the product and understand the brand we’re building.

Manchester, London and Brooklyn all have very different personalities. What made these three cities the perfect fit for this year’s tour?

Each city has its own energy, but they all have strong creative communities and a real appreciation for independent brands. Manchester has this grounded, cultural edge that feels very aligned with Goodlids. London has become almost like a second home for us, and Brooklyn felt like the right place to introduce the brand to the US – creative, outdoors-adjacent, design-conscious and community-driven. They’re all different, but they all make sense in their own way!

Every stop feels uniquely local, but there’s also a clear Goodlids thread running through each event. How do you strike that balance?

We try not to force the same formula everywhere. Each city deserves to feel like its own thing, so we think carefully about the space, the partners, the product mix and the local community. But the Goodlids thread is always there – natural fibres, good people, and a relaxed New Zealand point of view. The goal is for each pop-up to feel local, but with our distinctive New Zealand perspective.

This will be your third London pop-up. What keeps bringing Goodlids back to the city?

London has been amazing for us. The response there has felt really special from the start, and each time we come back, the community feels a little deeper and more local. It’s a city with a huge appreciation for style, culture and independent brands, but there’s also a strong outdoor current running through it. People are constantly heading to the park, the pub, the coast or the mountains – and Goodlids seems to fit naturally into that lifestyle.

You’ve built a loyal following outside New Zealand. How important is it to give those communities a chance to connect with the brand in person?

It’s really important. When you’re based in New Zealand, there’s always a bit of distance between you and international customers, so showing up in person matters. It gives people a chance to see that there are real humans behind the brand, and it gives us a chance to properly understand the people wearing it. Online is our bread and butter, but nothing replaces someone trying on a piece, feeling the fabric and having a conversation with the team.

This tour is bringing your latest collection to international audiences. Can you tell us about the inspiration and thinking behind the new range?

The latest range is really about exploring how natural fabrics should exist in the outdoors. We’ve been thinking a lot about how we can create pieces that can move between city life and time outside. The inspiration still comes from New Zealand’s landscape and our own way of experiencing the outdoors, but the range is designed to feel relevant wherever people are – whether that’s Manchester, London, Brooklyn or back home in NZ!

Are there any pieces you’re particularly excited for people to experience in person for the first time?

We’re always excited for people to feel the Hemp-Nylon pieces in person because that fabric has become such a big part of the brand. It’s durable, lightweight and has a texture that’s hard to explain online. We’re also excited to show some of the new Hemp-Merino fabrics we have developed. It’s a special breakthrough in outdoor garment tech – and it feels like the most authentically Kiwi fabric blend we’ve made to date!

How does seeing customers interact with products at events influence future collections and design decisions?

It has a big influence. You learn a lot from watching what people pick up, what they try on, what they ask about and what they come back to. Sometimes the smallest comments give you the clearest direction. Pop-ups are a pretty honest feedback loop, and that definitely feeds into how we think about future collections.

As Manchester, London and Brooklyn get underway, what are you most excited about over the coming weeks?

Mostly just meeting people. That sounds simple, but it’s the best part of doing this. Seeing familiar faces, meeting customers who have supported us from the other side of the world, and introducing Goodlids to new people in new cities is pretty special. We’re also excited to keep learning – every tour teaches us something about the brand, the product and where Goodlids can go next!

Looking Ahead

With London entering its final days and Goodlids preparing to open its first-ever New York City pop-up this weekend, the tour has already demonstrated the power of bringing a global community together in person. From Manchester’s independent creative scene to Shoreditch’s loyal following and the excitement surrounding Brooklyn, each stop offers a different perspective on how the brand continues to resonate far beyond New Zealand.

For Goodlids, these pop-ups are about more than showcasing a collection. They are an opportunity to meet customers, gather honest feedback and strengthen the relationships that underpin the brand’s growth. If you’re yet to visit, the London pop-up is open until 19 July at 159 Bethnal Green Road.

Venue: Espacio Gallery

Photography: Winston Brinsley

Planning your own summer activation?

FoundPop supports brands and agencies bring physical experiences to life through flexible retail spaces, sustainable event furniture hire and design-led retail support across London and beyond.

Get a feel for FoundPop with our 3D Space Planner and request a quote to design your next IRL experience.