The future of London’s iconic live venue The 100 Club looks safe today as news of a partnership with footwear label Converse has handed the threatened club a much needed cash injection.
Since owner Jeff Horton first broke the news of the club’s potential demise last year due to financial difficulties, countless musicians have offered their support to the ailing venue, with a special gig aiming to raise funds being declared a big success recently.
Now, Horton has told XFM he is ‘absolutely thrilled’ with the new union between Converse and The 100 Club, and also assured fans the venue would remain fiercely independent, insisting Converse simply ‘wanted to give us a hand.’
In a statement released today, Converse outlined their own reasons for stepping in to help the club: “We at Converse are very excited about our new partnership with the legendary 100 Club in London. Converse’s commitment to being a catalyst for creativity is at the heart of the brand and we are dedicated to championing and supporting artists, fans, the music scene, venues and the experience.
Converse and the 100 Club both share a love for music and this partnership is a great opportunity to reunite the 100 Club with a generation who experienced history inside its walls, as well as introduce it to a new generation with a vow to bring the best in music to its legendary stage.”