Of course, we didn’t invent the name. Strawberry Field was a real place in Woolton, Liverpool, close to where John Lennon grew up. It was a Salvation Army children’s home, and Lennon spent time playing in the grounds as a boy. Those childhood memories eventually became part of the inspiration for The Beatles’ Strawberry Fields Forever, released in 1967.

The actual place was Strawberry Field, singular. The song gave us Strawberry Fields. And somehow, all these years later and very far from Liverpool, there is another Strawberry Fields. Ours is in PJ.

I love the name. I love our new logo. And I love that this nala store is going to be a little different. We’re going streetwear.

There are T-shirts, bags, strawberries, stickers and a few other things we’ve been playing with. It’s younger, a little rougher around the edges and very PJ.

And PJ is really close to our hearts. I used to live here in 1973! We were also lucky enough to do the branding for JAM itself, which makes being part of this new place even more special. We’ve watched it take shape, and now we get to move into something we helped create.

We love PJ. We love the slightly chaotic, crowded jam of it all. We love the bagels, we love the doughnuts, and now we get to add a little Strawberry Fields to the neighbourhood.

This weekend, we’re opening the doors.

Saturday, 26 September, from 10AM at JAM, PJ.

But please be kind to us. This is a soft opening. We’re testing the systems, figuring things out, moving things around and almost certainly discovering a few things we forgot. That’s precisely what a soft opening is for.

The big one comes on 3 October, when we officially open Strawberry Fields.

For now, come and see us. Have a look around. Tell us what you think. And if you want one of the first Strawberry Fields pieces, come quickly. We made very, very few.

Strawberry Fields at JAM
Soft opening: Saturday, 26 September, from 10AM
Official opening: Saturday, 3 October