• Adidas Consortium EQT

    Running Support OG As the old saying goes, “Never trust a man with bad shoes”. In 2013, we welcomed the return of the running shoe into the fashion fold, with pretenders to the throne like Saucony & New Balance going from […]

  • Brand of the Week – Zanerobe

    XWHY’s weekly edit – this week, Zanerobe “Premium denim and streetwear. Refreshingly lacking in pretension” – is how they bill themselves. We’re not sure that you can actually call your own “refreshing” lack of pretension… as presumably that’s for your […]

  • How to: Brits at the Super Bowl

    Super Bowl Britain As the Seahawks and the Broncos suit up and hit New Jersey, we’ve put together a handy guide for Brits hoping to get in on a bit of Super Bowl action… The first rule of thumb, of […]

  • Ashley Cole Meets Mike’s Knees…A Beautiful Friendship Ensues

    XWHY’s Michael Thomas, a good 6’3″ at last measure, meets Ashley Cole – a giant in name alone. Last week I was fortunate enough to take a little walk down memory lane (a.k.a. Old Street) and into the Hoxton Gallery, […]

  • #Found: Odd Fellow Company x Draught Dry Goods

    Not a Brand of the Week as such, but a collaborative hit just the same… Odd Fellow Company is a new project by Casey Oney and Aaron Settlemier, established in 2013 and yet to produce an autonomous collection…(watch this space […]

  • Martin Lotti: Designer Just Doing It

    Mr Mike meets Mr Lotti, Nike’s Global Creative Director, to talk egos, sport’s superstars and just darn doing it… As you would expect from a leader in his field…and creative director of one of the biggest, coolest and most influential […]

  • Brazil 2014 – David Luiz and the Colour Yellow

    Michael Thomas heads down to the launch of the Brazil 2014 kit to marvel on the colour yellow and listen to David Luiz talk about the spirit of his country. Yellow is an exceptional colour. If yellow was in the […]

  • Rugby League: The Poor Relation

    XWHY’s Michael Thomas has a sporting epiphany in the form of the Rugby League World Cup. Why has the world kept this from him for so long..? If I was forced into a game of word association with “Rugby”, there […]

  • Find of the Week – The Decades Hat Co.

    Uncovering the undiscovered….and the just plain great… This week’s #FOUND brand hails all the way from Philadelphia. The Decades is more than just a hat company, it’s a vibe and an ethos. With some serious ’90s nostalgia, The Decades references […]

  • England World Cup 2014 – Rise of the Iron Generation

    The lions roar on! After much hype, anticipation and apprehension, they have finally done it. Qualification for Brazil was never in doubt. None of us ever second guessed Roy’s appointment or the ability of this squad of fine men and […]