In a recent conversation with NME, Dominic Harrison — better known to fans as Yungblud — opened up about his latest project: creating a space in London that goes beyond the traditional idea of a shop.
The space, named Beautifully Romanticised Accidentally Traumatized (a title he trademarked years before Charli XCX’s Brat era, as he cheekily points out), will act as a hybrid hub where fans can buy clothes, grab a coffee, catch a live band, or simply hang out.
“I don’t even want to call it a shop,” Harrison explained. “It’s more like a fan club. A place where you belong. You can come in, pick up some merch if you feel like it, or just have a beer after work. It’s about connection.”
For Harrison, choosing Denmark Street as the location was essential. Known as Britain’s Tin Pan Alley, the street is steeped in music history and has been the battleground for preserving London’s creative soul against gentrification.
“The community fought so hard to keep music alive here,” he said. “Five years ago, we nearly lost it. When I first started, my manager and I had this tiny shoebox office above Hank’s Guitar Store. I remember saying, ‘Wouldn’t it be wild if one day we had a whole building here?’ That’s been in my head since I was 17.”
It’s a dream rooted not just in personal ambition but also in legacy. “Denmark Street is sacred,” Harrison continued. “This is where Elton John met Bernie Taupin, where the Sex Pistols lived and created chaos, where The Beatles and The Stones all had ties. To me, it’s about bringing a new generation into that history.”
Harrison also spoke about one of his greatest influences, Ozzy Osbourne, reflecting on how much performing “Changes” with him at the Back To The Beginning show meant.
“Ozzy was always my north star,” he said. “Him and Bowie shaped me. I was loud, over the top, and not always understood. Where others saw that as a weakness, Ozzy made me believe it could be my strength. Later, when I got to know him and Sharon personally, I saw that they always carved their own path. That’s what inspired me most — rejecting the idea of ‘this is how it’s done.’ Because once upon a time, ‘how it’s done’ was just someone’s crazy idea that eventually went stale.”
Now at 28, Harrison says he’s learned to tune out the noise. “I don’t waste energy on the naysayers anymore. When you’re starting out, it can mess with your head. But now? I laugh at it. It just fuels me. I’ve outgrown all that.
