Peckham Soul Designs - Göteborg

As the UK's most multicultural postcode, Peckham Soul explores how cultural diversity has always been intrinsic to cultural innovation. Diversity creates debate, engagement and understanding, not division.

Peckham Soul was founded in 2015 by Craig Jamieson, after he moved from Edinburgh to South East London and found himself immersed in one of the world's great music cultures. Struck by Peckham's extraordinary diversity and its role in shaping soul, reggae, jazz and hip hop in the UK, he began documenting it through design — T-shirts, prints and postcards that sold out almost as fast as he could make them.

Since then the label has grown into a wider body of work exploring the social history of music and celebrating the cultural movements that have shaped cities and communities.

In 2023, Craig relocated to Göteborg with his family, and Peckham Soul found a natural new home. Sweden's second city has its own deep, proud roots in jazz, soul and independent music culture — a city that understands instinctively what Peckham Soul is about.

Göteborg has inspired an entirely new strand of design work. The city's rich musical heritage — from its legendary jazz clubs and soul nights to its thriving independent music scene — has given Craig a fresh canvas. The Göteborg designs document this through a similar approach: bold graphics and a deep respect for the city's music, its history and the people who make it. Expect more designs which celebrates a city that doesn't shout about itself…it sings.