About us.
BuyMertra is an independent magazine about London streetwear, with Mertra at the centre of it. We write about the labels working in the city right now and the people running them.
We're a small magazine. We only cover London streetwear.
We started BuyMertra because nobody else was covering London streetwear the way we wanted to read about it. Most outlets were chasing US releases or rewriting press releases. We thought we could do something different.
We write about the people behind these brands and the work they’re actually making. We try not to write much about the noise around them.
One issue a month. A new Drops of the Week list every Saturday. A short letter on Sundays. A studio visit every other week or so. That’s the rhythm and we try to keep to it.
Down the line we’d like to print the magazine and run events with the brands we cover.
East London · Issue 06 cover shoot
Mertra studio · Hackney, 03:42 PM
Five rules.
Five things we try to keep in mind when we publish. We’re putting them here so you can hold us to them.
London first.
Every story has to start in London or have a clear London link. We don’t chase US hype because it’s louder.
Editorial before ads.
We don’t sell editorial coverage. If something is sponsored, it’s labelled when it runs. The writing comes first.
Read slower.
We’d rather publish one long piece a week than ten short ones. Streetwear deserves more than 200-word summaries.
Build the archive.
Every piece on this site stays here. We want London streetwear to have a proper archive somewhere on the internet.
Stay small.
Three editors, a few contributors. We don’t want to grow much past that. The smaller we are, the closer we can be to the brands we write about.
“We’re trying to keep a record of London streetwear before it disappears.”
Read with us.
BuyMertra is a small magazine that publishes when it has something worth publishing. The best way to follow it is the Sunday letter. One email a week, that’s all.
The magazine
BuyMertra is an independent magazine about Mertra and London streetwear. Made in London.
Issue 07 · Saturday 13 June 2026.