The Cronx Boutique is a collaboration of three local brands, all passionate about Croydon. The Croydon Photographer, East Croydon Cool and IvyRose London (now operating as Johnny Howl Club) all create community-inspired artwork and merchandise to enhance local pride.
Having previously collaborated together at Made in Croydon markets at Boxpark, December 2019 saw the Cronx Boutique open their very own store on Caithness Walk (located at the Ruskin Square exit of East Croydon Station).
The Cronx Boutique provided the perfect place to buy Christmas gifts for Croydon based colleagues and clients or for friends and family living in the Borough. With items priced from just £3, it soon became the ideal spot for picking up stocking fillers and Secret Santa gifts. Framed artwork and clothing was also available for those looking for larger presents.
The Croydon Photographer (aka Glenn Foster Photography) sold framed and unframed signed giclée prints from his Croydon architecture collection and screen-print style giclées from his ‘Iconic Croydon’ series. He also stocked a range of Christmas cards and coasters featuring his recently released Croydon skull designs.
East Croydon Cool merchandise included mugs, magnets and notepads featuring tongue-in-cheek statements such as ‘New York, Paris, Milan, Croydon’ and ‘Croydon is Always a Good Idea’.
IvyRose London (now operating as Johnny Howl Club) sold their ethical streetwear including their much loved ‘Cronx Life’, ‘Cronx Gal’ and ‘Pouvoir des Filles’ (Girl Power) tees alongside their prints, tote bags and their newly launched canvas pouches and ‘Fight Like a Woman’ tee.
With interior design direction from local Style Consultant, Laura Sawyer, the Cronx Boutique was not your typical Christmas pop-up! Taking influence from Croydon’s brutalist architecture, the Cronx Boutique celebrated ‘Minimalist Industrial Chic’ as a welcome relief from over-decorated high street shops.
In addition to selling gifts, the Cronx Boutique partnered with Art Club Croydon to hold a number of small craft events that brought local residents together over the holiday period. These one hour festive sessions focused on creating personalised gift tags, wrapping and cards.
The Cronx Boutique welcomed hundreds of Croydoners over the Christmas period and received some great press coverage including Time Out, Visit London, South London News, The Croydonist, Develop Croydon, Now Croydon and East London Lines.
Future Pop-Ups and Gift Boxes
We hope to run more Cronx Boutique pop-ups so make sure you’re following our social channels for the latest news! In the meantime, we are selling Cronx Boutique Boxes – check them out HERE.
About the Croydon Photographer
Glenn Foster is a born and bred Croydon boy. As a photographer, he has worked worldwide but has a strong passion for all things Croydon and has worked with many local businesses providing imagery for websites, brochures and adverts. Whilst he’s been a photographer for a long time, over the past couple of years he has begun to venture more into the art world. Watching Croydon change so visually over recent years has inspired him to construct Croydon based art. His knowledge and hands-on experience combined with progressive new editing techniques have enabled him to become more inventive with his designs. www.glenn-foster.squarespace.com.
About East Croydon Cool
Set up in 2016 to show newcomers why Croydon and Cool belong together, the website, social media channels and social event programme help residents make the most of the range of bars, cafes, pubs, restaurants, galleries, shops and events the area has to offer while a merchandise line (including mugs and magnets) fosters a sense of local pride. Ultimately, East Croydon Cool encourages newcomers to become active and engaged local citizens to ensure the community continues to shine as bright as the new buildings do. www.eastcroydoncool.co.uk
About IvyRose London (Now operating as Johnny Howl Club)
Johnny Howl Club was founded in 2017 by Johnny Larran, co-designing ethically sourced community inspired apparel with Giselle Rambaran and creating urban art under his pseudonym Johnny Howl. His urban art can be found on walls across Croydon, Camden and Shoreditch and as far as Germany, Greece and Canada. Johnny also creates contemporary impressionist portraits and landscapes. www.johnnyhowlclub.bigcartel.com
About Laura Sawyer
Croydon resident, Laura Sawyer has over 18 year’s experience in the fashion, photographic and creative industries. Delivering beautiful and stylised creative direction, art direction and set design, Laura’s previous experience in fashion buying adds a commercial understanding to her inspiring creative vision. Previous clients have included; Google, Jimmy Choo, John Lewis and The Dorchester. Laura also owns The South Wing, a newly renovated Victorian apartment in Croydon that provides a versatile and on-trend back drop for fashion, interiors, still life and food photography shoots. www.laura-sawyer.com
About Art Club Croydon
Art Club started with a small group of friends wanting to initiate a creative space for themselves to work in. What began a few years ago in a front room as a get together one evening a month to produce art, inspire each other and critique each other’s work, soon grew. Art Club Croydon opened to the public in January 2019 and now holds regular art clubs as well as social get togethers. www.instagram.com/artclubcroydon
About Croydon Urban Edge
Croydon Urban Edge is a dedicated Inward Investment service to help businesses to start, grow, locate, expand & invest in Croydon. Croydon Urban Edge supported the Cronx Boutique in finding and securing the Caithness Walk location for this festive pop-up. www.croydonurbanedge.com