In news that will astound time travellers from the turn of the millennium, it turns out that Pokémon is not only cool, it is hip. Clothing retailer Insert Coin has today launched a pop-up store in London's achingly fashionable Brick Lane devoted to selling Pokémon gear.
That's right, dorky 13 year olds of 1999 - ignore the bullies. Everything is fine. It turns out that the geeks really have inherited the earth.
The new store has opened to tie in with both the huge success of Pokémon Go, and the 20th anniversary of the franchise. Visitors to the store - which is in Shop 8 at the Old Truman Brewery - will be open for one week only from today until 30th August.
You'll have the opportunity to buy a shirt from the new official Pokémon range, or take a look at PokéMerch from years gone by. And if that isn't enough, there will apparently be "hourly appearances" by Pikachu between 10am and 3pm today and tomorrow too.
— Insert Coin (@InsertCoinTees) August 25, 2016
Shirts designs include the three starting Pokémon, Snorlax, Professor Oak, a Magikarp pun ("Make a Splash") as well as Team Rocket.
— Alex Seedhouse (@Seedy87) August 24, 2016