What we learned from Always Do What You Should Do’s DSM takeover

Flip-flops are getting cooler and pants are getting tighter, according to fans of the skate brand, who we caught up with in the queue at Dover Street Market.

We love a stylish queue here at THE FACE. After all, our office is a stone’s throw away from Dover Street Market. So when we heard that Always Do What You Should Do – the New Zealand-founded surf and skate brand now synonymous with UK youth culture – was hosting a screen-printing workshop at the famed fashion store, we had to head down and have a nosey.

Turning down the narrow side street next to DSM, we found a long line of impeccably dressed kids braving an incessant drizzle, all hoping for a chance at the golden ticket that would grant them a free T‑shirt and an express screen-printing lesson from the Always team.

Dodging cars and DSM security, who had the thankless task of keeping our team out of the way, we asked the people in the queue what they thought we should always (and never) do, among other things…

Patrick (left), Victor (right), 18, Spain

What should we never do?

P: Never, ever disrespect other people.

What are you most excited for today?

V: Meeting some of the staff members and doing an activity with my friend.

What’s your 2025 trend prediction?

P: Flip-flops.

What should you always do?

V: Make more clothes.

What’s your most over-used word or phrase?

P: Bomboclat!

What’s a trend you think should die?

V: Nike Tech.

Misty, 17, London

If you could give everyone in the world a uniform, what would it be?

A Thames MMX hat, a Supreme T‑shirt with the Union Jack box logo, a customisable Junya Watanabe jacket and Vivienne Westwood bondage pants.

What should you always do?

Always tell your mum and dad you love them.

Derek (furry hat), 25, Portsmouth

What should we always do?

What you should do!

Laila, 23, London

What brings you down to DSM?

I’m a Gen Z babe who jumps at free anything!

What’s a trend you’d like to see die?

The hate on skinny jeans, they’re not that bad – if you rock them, you rock them.

What should you never do?

Never be a beg.

Andy, 16, Ecuador

How often do you come to DSM?

It’s actually my first time.

What should you always do and what should you never do?

Always spread love, never negativity.

Roland, 32, London

What do you think was the best era of fashion?

2000s.

What’s a trend you think should die in 2025?

Sambas.

What should you always do?

Be thankful that you’re alive.

(From left to right) Nina, Larissa, Adrian, 16, London

What do you like about Always?

N: They’ve really changed London’s style and made an impact on how the younger generation dress.

What should you never do?

L: Never follow someone else, just be yourself.

If you could swap wardrobes with anyone, who would it be?

A: Nina.

What’s your most overused word?

A: Nerd.

Blake, 36, Sydney

What piece from Always would you most like to own?

A towel. I’m always at the beach.

What should we always do and what should we never do?

Always keep a smile, never keep a frown.

Callum, 20, Durham

What’s your 2025 trend prediction?

Tighter pants.

What should we always do?

Open up, talk.

Ruby and Levi, 17, London

What should we always do?

L: Always be nice to people, let’s be real here.

Who are your style icons?

R: Tavi Gevinson, Poly Styrene and John Lydon.

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