The B.R.A.T. Pack: Inside Yungblud’s London base
Part shop, part fan club, part venue—B.R.A.T. is Yungblud’s London base and a novel move in artist development. IQ explores how it works and if it can scale
Feature By James Drury | 5 June 2026
“As far away from merch as possible.” Yungblud’s manager, Tommas Arnby, doesn’t take long to tell you what Beautifully Romanticised Accidentally Traumatized (B.R.A.T.) is not.
“As far away from merch as possible.”
Yungblud’s manager, Tommas Arnby, doesn’t take long to tell you what Beautifully Romanticised Accidentally Traumatized (B.R.A.T.) is not.
What it is, he says, is “high-end alternative couture” – and, more importantly, the physical expression of a community-building methodology…
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