Joel Lyall Is Flipping His Daily Routine to Stay Ahead of the Fashion Game
In a new campaign with UGG, Hypebeast discovers what a late night at the studio looks like for the stylist and vintage clothing curator.
“When everyone else has gone to bed, it always comes back to why I started this,” shares Joel Lyall. The stylist and founder of vintage streetwear boutique Bythepeace is busy unloading fresh stock from his car outside his studio in West London. “Six years ago, I was working from my brother’s room at night, staying motivated to get things done. Now, this time of day is a reminder to keep pushing and persevering.”
Hypebeast links up with Lyall at the start of the evening for a new campaign with UGG. As the pace of the city slows down, he lets us into what he considers the peak of his working day. From ideating streetwear looks to preparing vintage garments for sale, the visuals capture how the stylist seizes new opportunities at nightfall, while kitted out in the brand’s functional yet fashion-forward Fall 2026 collection.
“This time of day is a reminder to keep pushing and persevering.”
Surrounded by almost 70 pieces from various stockists, Lyall wastes no time in getting to work. “Sometimes I start by measuring and steaming the clothes, other times I note it all down on my spreadsheet, and that’s just the beginning,” he shares. With his evening in full swing, the stylist relies on the UGG Birch Hiker for long-lasting comfort. A low-top, utilitarian shoe originating from the 1999 Birch Collection, the silhouette has been reworked with durable materials to support active lives like Lyall’s.
As he mentions, organizing garments is just the beginning, so after separating them into what can be styled for upcoming projects or archived for future collections, he begins posting pieces to the website. “I upload around 9 p.m. whilst my customers are in bed and may be scrolling through what they can buy,” he explains. “People are especially active through the night, so that’s when I can take advantage and get ahead of the game, making sure they see my items first.”
At this point, Lyall switches to the UGG Birch Boot. Though it’s built with a waterproof outer, the lightweight feel and sheepskin liner allow it to double up as a cozy indoor shoe. “I try to prioritize versatility and functionality throughout my day,” he says. Taking us through his outfit, the stylist explains, “I love wearing my blue denim and plain white T-shirt with the UGG boots; they can be styled in so many ways.”
“I try to prioritize versatility and functionality, and with the UGG boots, they can be styled in so many ways.”
Wrapping up at the studio, Lyall keeps the Birch Boot on foot and heads home, where the energy of the day finally winds down. “The night is all about getting up and going, but after that, I like to take it slow,” he shares. “Refreshing your mind creatively is so important because I can get stimulated by everything. Being able to go home and have clear thinking is normally where most of my ideas come from.”
Explore the full campaign produced by Hypebeast in the galleries above.
The UGG Birch Boot and Birch Hiker from the brand’s Fall 2026 collection are now available to shop online and at the UGG Knightsbridge, London store.
