Yesterday, Today

Destroy! is a cultural platform built from rebellion.

It began as a podcast. A long-form investigation into how outsiders, misfits, and troublemakers reshaped the world through music, design, film, fashion, art, and language. Not as style. As resistance. As dissent. As lived practice. The shop is not a pivot. It is an extension.

Destroy! exists to celebrate and support the people who chose difference over safety. The ones who challenged convention and paid the price. The ones who used creativity as a weapon rather than decoration. What you hear on the podcast is what you see in the shop.

FROM CONVERSATION TO COMMERCE

The Destroy! podcast documents how rebellion moved from the margins into the mainstream. From punk and post-punk to contemporary design, culture, and politics. It traces how ideas born in opposition were absorbed, commodified, and resold. The shop responds to that history.

Alongside Destroy! apparel, we curate books, vinyl, and cultural artifacts created by guests who have appeared on the podcast. This is not merch. It is a direct line from conversation to work. From voice to object. From belief to action. Buying here is not consumption. It is participation.

ABOUT OUR FOUNDER

Destroy! was founded by Creative Director Richard Smith. Over a career spanning fashion, music, art, and design, he has worked with some of the most influential cultural figures of the last fifty years, including Yohji Yamamoto, Alexander McQueen, John Galliano, Jil Sander, Kenzo, Tom Ford, Depeche Mode, Siouxsie Sioux, Joy Division, Damien Hirst, the Serpentine Gallery, and Julian Schnabel.

He has collaborated with image-makers such as Anton Corbijn, Nick Knight, Richard Burbridge, Stefan Sednaoui, and Toby McFarlan Pond, and worked alongside Peter Saville during the period that defined the visual language of post-punk and modern design.

Destroy! is the long view of that experience. A project built to connect the dots between rebellion, creativity, and power.

What We Stand For

We believe language is a weapon. A weapon that can signal the values we hold and support the people who fight for them. These commitments are integral to who we are. Our values are not marketing. They are the ground we stand on.

We are:

• Anti-racist
• Anti-transphobia
• Pro-abortion rights
• Anti-war
• Anti-discrimination
• Anti-hate speech
• Anti-gun violence
• Pro-liberation
• Pro-accountability
• Pro-human dignity

WHY NOW?

A word from our creative director:

“I started Destroy! to document rebellion as a living force, not a museum piece. Punk, design, art, politics. All of it. The raw, the radical, and the relentlessly honest.

What became clear through the podcast is that creativity is not decoration. It is leverage. It changes how people think, how power moves, and who gets heard.

The shop exists to support that idea in physical form. To keep the work of these voices visible, accessible, and alive.

Thanks for being here. And thanks for giving a fuck.”

—Richard Smith, Founder, Destroy!