Ouseburn

broader swathes of society that existed outside of those shoreditchy kind of areas.

And our office at the time when we invented that phrase was in the Ouseburn and our sort of nearest high street was Shields Road in Biker.

And so we coined this phrase from Shoreditch to Shields Road because that's journey that a trend needs to make in order that it becomes mass market.

We need to see it not just if it's a fashion piece on a cool person in a Shoreditch architecture office.

Um, that was very reminiscent to me of, of the Tyne and the S- [laughs] A much nicer version of the Tyne, don't get me wrong, um, and, and the surrounding areas.

You know, you had a, a areas that looked a lot like Ouseburn and Newcastle and, and stuff like that.

But then you had stuff that was, of course, distinctly Norwegian and Oslo-ian, um, as well.

So it was one of those.