You don't get to choose your own nickname, unless you're Gillian McKeith, and "doctor" just seems to stick for some reason. Taking his nickname and running all over the world with it: Johnny Cupcakes, with his new store off Carnaby Street
Decked out like an actual bakery (utensils, vintage menus, egg cartons, refrigeration units, and...is that the smell of vanilla frosting?), JC's first international store's run by a native Bostonian whose old record-shop coworkers used to give him a new "Johnny" nickname every day -- while "Appleseed", "Pancakes", and (presumably) "Five" didn't stick, "Cupcakes" did.
Keeping with the theme, tees are all sold in pastry boxes bearing the "cupcake & crossbones" logo, also featured on designs like the '50s-style "Delivery", with a happy milkman-type winking as he hands over said box; "Winston", with a mustachioed gent smoking a utensil-shaped bubble-blowing pipe; and the fat, ruddy-cheeked "Kid', but not "Kidd", because Jodie strictly does not come dancing with fattening desserts.
More limited-ed gear includes London exclusives like a Tube logo parody that replaces the red bar with a rolling pin, a top-hatted gent whose newspaper reads "Johnny Cupcakes Opens London Shoppe", and a Routemaster covered in a heap of frosting, clearly confused about which Double Decker it's supposed to be competing with.
Beyond tees, there's a whole refrigerated cabinet dedicated to JC-styled gear like hoodies, button-downs, belts, brollies, and pseudo-school ties, which may look academic, but upon closer inspection, their credentials just faint away.