SET UP A LITTLE over a year ago to shake up a city they loved, Londonbased arts collective Real Gold has rapidly established itself as a dynamic, multimedia organisation that has already won a high-profile following. A record label, fashion brand and club-night organiser, Real Gold’s members pooled their creative talents to put their socialising to good business use.

The group is built around DJs, club promoters and style entrepreneurs Deano Jo and Ronojoy Dam, artist and music producer Guy Gormley, photographer Ben Rayner, film director Gabriel Pryce and graphic designer Kate Moross. Early ventures such as raves in a Hackney warehouse set the tone for the collective’s parties: guests often include a mix of Peckham squat artists, indie music acts including Klaxons and Razorlight’s Johnny Borrell, and fashionistas such as former Dior Homme designer Hedi Slimane, Burberry model Laura Fraser and photographer David Bailey’s son Fenton.

Music projects have included a 7” record by Gothic troubadour The Train Chronicles, a mix CD by cult DJ collective Team Megamix and a series of collectors-edition fashion items. This year’s ‘Waterparks’ T-shirts were modelled by London It-girls of the moment Alice Dellal and Peaches Geldof.

Recently a Real Gold guerrilla-style ‘pop up’ store was set up off Carnaby Street, featuring exclusive stock from Katharine Hamnett. It was followed by a magazine entitled Fun which showcased breakthrough writing talent. Upcoming projects include a show on Diesel’s U:Music radio and a monthly disco night called Rich History at east London’s Seabright Arms pub [34 Coate Street, off Hackney Road, +44 (0)20 7729 0937]. If you want to follow the cool crowd see the website; www.wearerealgold.com