Special Forces-inspired brand ThruDark launches pop-up at Selfridges Birmingham

High performance outerwear brand ThruDark, co-founded by former Special Forces (SBS) soldier Louis Tinsley, and worn by Jason ‘Foxy’ Fox from Channel 4’s ‘SAS: Who Dares Wins’, has just launched a pop-up at Selfridges Birmingham.

Located within the Bullring Upper Mall East, it is showcasing ThruDark’s premium outerwear garments, ranging from its robust waterproof jackets to technical gym wear, for men and women. Two-time Olympic gold medalist Victoria Pendleton is also a fan of the brand.

At the forefront of the pop-up, visitors can view the iconic ‘Summit Suit’ worn by record breaking mountaineers featured in the popular Netflix film ‘14 Peaks: Nothing Is Impossible’.

Louis Tinsley, who experienced 14 years of distinguished and decorated service (eight years with the UK Special Forces) said: “The ThruDark brand represents the endurance through difficult situations experienced by all that encounter hardship throughout their lives, and we strive to produce the best clothing and equipment to assist us all in the ‘Endeavour Through Adversity’.

“Our garments have been developed to perform at the highest degrees and weather all climates, from extreme cold tundra to humid jungles.

“We’re excited to bring our collection to the people of Birmingham, allowing them to unlock their true potential when taking on their next adventure or challenge.”

The ThruDark premium men’s outerwear, “designed for dynamic outdoor pursuits”, starts at £250 and goes up to £595, base layers are £120, fleece mid-layers are £195, a women’s gilet is £295, and the popular ‘Force Velocity’ high performance training vest – with the central dagger logo likely to have been inspired by the point down sword of the SAS logo – retails at £65.