Wear It Your Way 4: The Common Room
Style is personal. It always is. But it does not come from nowhere.
It is shaped by the people around you, the spaces you spend time in, the conversations you have without really thinking about them, the codes you pick up from friends, siblings, collaborators and rivals. The way one person wears something can sharpen your own instinct for it. The way another carries themselves can change how you think about your own point of view. That is the ground Wear It Your Way: The Common Room is interested in.
KHAKIKID & FOR THOSE I LOVE
Connected by sound, shared purpose and a clear sense of place, this pairing represents Dublin through their music. Their connection is rooted in where they come from, what they stand for and the culture that continues to shape them. A shared city, expressed in different ways.
DON STRAPZY & JOHN BOSTOCK
Connected by faith, this pairing comes from similar industries but moves through different lanes. What first brought them into each other’s orbit was work, but what confirmed the connection was something deeper. Beyond the surface, theirs is a friendship shaped by belief, shared values, and a clear sense of purpose.
Expressions & Rants N' Bants
Connected first by family and then by the game, these brothers have taken the football content space by storm. Though they support different teams, their bond goes well beyond rivalry. Football has only added to it, strengthening a connection built on shared history, different loyalties, and an unshakable bond.
Elz The Witch & Yinka
Connected by a friendship rooted in real life and strengthened in
the digital world, Elz The Witch & Yinka Says reflect how connection now
moves across both. What they share feels natural across every space they
occupy, shaped by familiarity, shared energy and a bond that carries between
worlds.
AKINFENWA & KAREL
Connected by mutual respect, Adebayo Akinfenwa & Karel Prince are proof that not every strong relationship starts smoothly. What began on the wrong foot developed into something deeper, built on trust, understanding and a shared appreciation for what each brings. Sometimes, the strongest connections come after the roughest starts.
A-STAR & HD CUTZ
Connected by innovation, influence and a shared place in modern barber culture, HD Cutz & A Star Barbers helped redefine the industry. Each changed the space individually, but together they reflect the scale, energy and cultural weight barbering holds today.
For Spring Summer 26, the fourth chapter of the series shifts the frame slightly. The individual is still there, of course, but this time they are seen in relation to someone else. A brother. A friend. A creative partner. Someone from the same city. Someone from the same world but arriving from a different angle. The campaign is built around twelve pairings from England, Ireland and Italy, spanning football, music, comedy, barbering and digital culture. Each one brings its own dynamic. Some go back years. Some are more recent. Some are built on work, some on family, some on faith, some on rivalry. None of them feels interchangeable.
That is what gives The Common Room its shape. The title is not really about a room in the literal sense, even if the setting matters. It is about what a common room stands for. A shared space. Somewhere, people meet without needing to flatten themselves out. Somewhere, different personalities can sit side by side and remain distinct. Somewhere taste is formed, challenged, and passed around. Somewhere, familiarity and contrast both have a role to play.
The cast is what makes the idea land. Poet and Vuj bring more than a decade of friendship and creative history, along with the sort of influence that helped shape football content for a generation. Elz The Witch and Yinka Says speak to something more current but just as recognisable, a friendship rooted in real life that moves easily through digital space too. Elsewhere, there are brothers whose bond is sharpened by backing different teams, rivalries that add tension without disrupting the connection, and relationships that started awkwardly before settling into something more solid. Other pairings are newer, built through shared circles, shared cities and the kind of easy chemistry that does not need much explaining.
TOM NESTOR & JOSEPH CHARM
Connected by comedy and a shared way of seeing the world, Joseph Charm & Tom Nestor reflect a new connection built through humour. Their pairing is shaped by personality, timing and the kind of natural chemistry that comes from making people laugh and finding common ground through it.
POET & VUJ
Connected by a friendship and creative partnership spanning more than a decade, they helped shape a generation of football fans as pioneers in the football YouTube space. Built on shared history and lasting cultural impact, their influence continues to define how football content looks and feels.
REUBEN DANGOOR & JUSTIN THE DUSTBIN
Connected by place, mutual friendships and a shared outlook, this pairing came together through real common ground. What they share feels immediate: the same city, the same circles, and a similar way of seeing things. A new connection, built on familiarity, overlap and the kind of chemistry that speaks for itself.
BIG NARSTIE & SCORCHER
Connected by friendship, collaboration, and a lasting influence on UK music, they are pioneers who have shaped generations of fans. In 2026, those worlds come together for something new, bringing their shared history, creative energy, and cultural reach into one project built for the masses.
SAMUEL & ENRICO
Connected by the internet and a shared set of passions, this friendship brings together different backgrounds with real purpose. Their connection has come to represent something bigger for a younger generation in Italy: a sense of togetherness, common ground, and the idea that difference can
still bring people closer.
JOEL BEYA & STE HOWSON
Connected by friendship, shared history, and years of working together, this pairing are rivals when it comes to football. Different teams, different loyalties, but the same underlying bond. Their relationship is proof that rivalry does not always create distance. Sometimes, it is exactly what keeps the connection alive.
That spread is important. It keeps the campaign from feeling overly tidy. Some connections are built on humour, some on faith, some on music and place, others on years spent moving through the same culture from different angles. HD Cutz and A Star Barbers bring a different kind of weight, having each changed barbering in their own way. Big Narstie and Scorcher bring a long-standing history. Adebayo Akinfenwa and Karel Prince show how mutual respect can grow over time. Joseph Charm and Tom Nestor bring the kind of comic timing that only works when the understanding is already there.
That is also why the pictures work. The energy is different when people are photographed with someone they know. There is less performance in it. Less of the stiff distance that can creep into a fashion campaign. People stand differently when they are alongside someone familiar. They relax into themselves a bit more. The clothes are still there, obviously, but they are not doing all the talking. Personality has more room. So does contrast.
That has always sat somewhere inside Wear It Your Way, even in earlier chapters. The difference here is that it is made explicit. This is not just about individual style as a statement in isolation. It is about the people around that style. The people who influence it, challenge it, mirror it, soften it or sharpen it. The people who make it make more sense.
The rollout will extend across social, talent-led content and OOH, but the scale is not really the point. What matters is the feeling of it. The Common Room understands that personal style does not only belong to the individual. It belongs, in part, to the company they keep. That is what this chapter gets right. It does not treat connection as a campaign line. It treats it as something lived.