Gulou (Drum Tower) is located at the northern end of the central axis in Beijing, where ancient Beijing residents told time and arranged life according to its sounds. Hundreds of years later, Gulou no longer sounds, but the streets along its eastward red wall have become the central artery of the Beijing indie music scene.

There are many landmarks on East Gulou Street, and at No.69-2, Undergroud Kidz is one of them. Stepping in through the narrow door, you can see the three bosses waiting for the next customer: Liu Hao, founder of Underground Kidz and bassist of Joyside; Wangzi, lead singer and guitarist of Casino Demon; and Liu Fei, a well-known indie music promoter.

Liu Hao’s love for vintage comes from his punk roots. Until 2004, he and the other members of Joyside lived in Qing He, outside of the West 5th ring of Beijing, an area called the “Qinghe Punk.” Beijing punks liked going to second hand markets to search for various designs of “pi lou er” (leather jackets). They stitched on colored logos, fitted countless nails on the sleeves, and went through the streets with Mohawks.

Joyside’s vintage image, known as “you fan er” or “being stylish”, reminds fans of 1970’s London. In 2006, Liu Hao turned his love for vintage into a career and rented a room in West 4th North 3rd Lane, the first home of Underground Kidz.

At first, only friends could be brought to the store, which mainly featured “pi lou er,” jeans, and T-shirts. As friends of friends came, it started to grow in fame, and many trendy magazines became interested in featuring the store. Liu Hao then moved Underground Kidz to East Gulou Street where Wangzi and Liu Fei joined, and they redecorated the place to make it feel more 70’s rock. It has since grown to become a store loved by Beijing indie music adolescents.

QSBS, Carsick Cars, Gar, Hedgehog… many of their wardrobes come from Underground Kidz. This has brought more and more popularity to the store, so now on East Gulou Street, the vintage T-shirt + good-quality vintage jeans + Converse shoes look represents the coolest style.

The owners stand in the doorway saying hello to at least 100 people every day. Even the coolest rock apparel store needs to obey the rules of the thousand-year-old East Gulou Street. In cool summer evenings, the owners will relax by a small table at the front door, drinking and chatting with friends, and inviting in passersby.