Written by: Ariam Tessema
July 6th, 2025
CLUB ARCHIVES: A REIMAGINING
Last year, Club Classics arrived on the scene, with a meaningful T-shirt drop, paying homage to the creative hub known as the EVERYTHING Headquarters. It was a snapshot of a moment in time and community — a wearable memory of where it all started. This year, the story continues, but with even more depth. The 2025 Club Archives collection expands beyond tees, introducing updated graphics alongside a new zip-up hoodie, beanies, sweatpants, and sweat shorts — all meticulously designed to evolve with the culture that birthed it.
What makes this drop special is its versatility. Each piece has been cut and sowed to intentionally create specific EVERYTHING silhouettes, not just for comfort but for self-expression — made to move with you, layer with you, and live with you. Whether you're dressing it up for a night out or down for a day in the studio, the collection reflects the freedom and creativity that lives through the walls of Everything HQ.
THE CONTENT PLAN
To build momentum for the new Club Archives collection, we created five content pieces curated for social media that blended clear messaging with storytelling. Each drop was produced to be concise yet keep the audience curious as to what's to come next. From a “meet the team” type teaser of everyone arriving to HQ, a BTS photoshoot of the team, to one with the models in the alley outside of HQ, an office centered shoot highlighting team member’s strengths, and of course a promo teaser for the upcoming Oakland pop up of this new collection– the game plan was set. It was our way of inviting the community into the world of the new collection, one frame at a time, while keeping the vibe stylish, intentional, and just mysterious enough to keep people coming back for more.
THE POP-UP EXPERIENCE
On June 21st, EVERYTHING hosted its first stand-alone pop-up event in Oakland, CA to debut the new Club Archives collection — and it was nothing short of memorable. The team transformed what was previously a barber shop space into a clean, minimalistic showcase, allowing the updated designs to speak for themselves. From the refined tees to the new zip-ups, beanies, sweatpants, and shorts, every piece was styled to highlight the versatility and intention behind the drop. The space reflected not only the strengths of the clothing but the essence of EVERYTHING HQ as well. The turnout was incredible, with both familiar faces and new supporters showing up and showing love. Guests had nothing but rave reviews, praising the elevated quality and style of the collection. The clothing was available exclusively at the pop-up first, giving attendees early access before it officially launched online the next day. To top it all off, coffee and matcha were served by Lemlem Hearth, adding warmth and flavor to the atmosphere. It was more than a launch; it was a moment for the community to gather, connect, and celebrate the evolution of EVERYTHING.
WHAT'S YOUR EVERYTHING