MAIDONIAN AND PROUD

December 5, 2025

Maidenhead’s town centre has been too quiet for too long. Once a bustling high street, it’s now a place where empty shops outnumber new openings, and too many locals joke it’s “Maidendead.” The data backs it up: recent footfall reports show a notable decline in visitors compared to last year, and BBC coverage highlights Maidenhead as having one of the highest rates of vacant shops in Berkshire. Shopkeepers themselves say, “It’s very, very quiet.”

Why We’re Doing This (And Why Now)

The council’s efforts? A twig for a Christmas tree, a lacklustre lights switch-on, and not enough real events to bring people together. The community deserves better, and OiJim—together with John Radley (the force behind Sparta MSE)—is stepping up. We’re not just a gymwear brand. We’re community builders, and we’re launching the “Maidonian and Proud” initiative to bring Maidenhead back to life from the ground up.

The 2026 Drop: Real Change, Real Impact

Launching early on December 15th, ahead of Christmas, the new Maidonian and Proud collection is more than just fresh t-shirts. For every shirt sold, £10 of profit goes directly to funding community events—runs, music, socials, and more. We’re doing it before the 25th to give people what they want and what Maidenhead needs: action, not excuses.

Each shirt (and every mug, flask, windbreaker, or gymwear piece) will feature a QR code. Scan it, and you’ll see exactly how much money’s been raised, what events are coming, and how to get involved. It’s total transparency—no council faff, just real results.

A Track Record of Bringing People Together

This isn’t our first rodeo. When Esquires coffee shop opened, we—OiJim and John Radley—set up the event, brought in a Scottish pipe band, and held the ribbon together. The result? People smiling, coming together, dancing, singing. That’s the spirit we want on Maidenhead’s high street all year round.

Why Maidenhead Needs This

Vacant Shops: Nearly 1 in 6 shops in Maidenhead are empty, and footfall is down year-on-year.
Lost Community: Locals head to Windsor, Reading, or London for a buzz—leaving Maidenhead’s centre even quieter.
Council Shortcomings: Attempts to “brighten up” the town with a fountain or a few flowers aren’t enough. The real solution is people-powered.
We Deserve Better: The high street should be alive—full of music, energy, and community, not shuttered shops and silence.

How We’re Building the Comeback

£10 Profit Per Shirt: Goes straight to running local events (not to OiJim’s pocket—full transparency, always).
QR Code for Action: Every tee and accessory lets you track the impact and get involved.
Community First: No free training plans or loyalty perks—every penny funds the initiative.
Partnership with John Radley: Together, we’re bringing this to the attention of Maidenhead’s MP and the people at the top.

Join Us for the 2026 Drop

On December 15th, the new Maidonian and Proud collection lands—ten days before Christmas. This is your chance to show you’re not “Maidendead,” you’re Maidonian and proud. Wear your tee, scan the QR, and help fund the events and energy Maidenhead needs. Like the post, share the news, and be part of the comeback.

Maidenhead doesn’t need more empty promises or half-hearted council efforts. It needs people who care. That’s what this drop is all about.

Let’s bring the high street back to life—one shirt, one event, one community moment at a time.

THE IMPACT WE'VE ALREADY HAD:

We’re not just about bold slogans and fresh tees—we’re about bringing Maidenhead together. Recently, we teamed up with Esquires Coffee on the High Street to host our first community event. The vibe? Electric.

Community Gathering: Locals came together, grabbed a coffee, and connected with new faces—no awkward small talk, just genuine Maidenhead banter.

Live Music: We turned a regular Saturday into something special, filling the café with great tunes from local talent. People stuck around, sang along, and left with smiles.

Supporting Local: By partnering with Esquires, we helped drive foot traffic to an independent business and showed what happens when Maidenhead supports Maidenhead.

Supported by the deputy mayor: The Deputy Mayor joined us to assist in the official opening of Esquires Coffee, cutting the ribbon and showing support for community-driven events in Maidenhead.

It’s proof that a simple idea (and a bit of caffeine) can spark real community energy. This is just the start—imagine what we can do next!

Charity Spotlight: We proudly supported the Reading Scottish Pipe Band, bringing extra attention to their cause and showing we’re all about boosting local charities that help our community thrive.