29-year-old entrepreneur Jonny Rose launched Croydon Tech City back in 2012 and the hub is now at the heart of the town’s booming tech cluster.
Four years on and Rose has now launched a new venture as he looks to continue putting Croydon on the map, with the launch of his own fashion brand, Croydon vs The World.
Taking inspiration from cities such as Toronto, Sydney, Memphis and Detroit, Rose hopes to bring the popular hometown fashion concept that is taking these cities by storm to the UK.
He said: “I was surfing online earlier on the year and came across various 'town pride' designs in America and other countries.
“As a proud Croydoner that founded Croydon Tech City - creating a fashion brand seemed like an exciting and logical next step to promote the borough and engender town pride.”
As a Croydon local, who has lived in the borough for over 20 years, Rose has been at the forefront of the borough’s ever-changing landscape.
“In the time since the 2011 riots, Croydon has been undergoing a seismic cultural, retail and arts revolution,” said Rose.
“By the end of the year there will have been 14 festivals; BoxPark is moving from Shoreditch to Croydon and opening this Autumn and Westfield Croydon will open in 2019.
“In the past year alone, Croydon has gone from zero to three art galleries - we've had exhibitions from the likes of Banksy and Damien Hirst.
“Croydon is the largest town in Europe and is now a world-class player in the European start-up scene.
“We are now officially 'London's fastest growing tech cluster' and London's second 'Tech City': home to over a thousand early-stage and start-up businesses.
“Far from being a boring, brutalist town that people used to be embarrassed about - we are now one of the coolest places to be in London. As such, I thought now was the perfect time for a Croydon fashion brand.”
And Rose isn’t just looking to put Croydon on the radar of fashionistas across the UK, he has ambitious plans to put the town on the global stage.
“Hopefully, Croydon Vs The World will be a global brand in the same way 'I *heart* NYC' and 'New York Yankees' have become brands that have transcended their local area,” Rose added.
“In the first month, I've already received pictures of people from Bulgaria, Hungary, Spain and Canada who've bought t-shirts - so it doesn't seem like too unrealistic a goal!”