On The Rise: The Itch

Pop with a pulse and purpose.

London alt-pop duo The Itch understand that euphoria and discontent can share the same sonic space. Simon Tyrie and Georgia Hardy met in Luton as teenagers, influenced and bonded by their local scene – a single alternative bar and it’s LCD Soundsystem obsessed host. Not long after, the nightlife that once served as their petri dish of inspiration dried up, prompting the pair to take matters into their own hands.

“The ‘itch-scratch’ cycle is discussed… as something akin to addiction – and that’s what making music is like to us. It’s a compulsion. The more you scratch the itch, the greater the urge to scratch, and the more rewarding the sensation of relief.” 

Simon Tyrie

Channelling the sweat-slicked liberation of the club underground and the creative chaos of basement shows past, their debut album It’s The Hope That Kills You offers catharsis without confrontation and meaning without melodrama. Though never preachy, each track is like a defiant invitation to feel something. The music seeks connection, but in a way that very much understands today’s overstimulated audience.

Across a fresh take on indie-sleaze throb and shimmer, The Itch craft a refuge for party-goers and the curious alike. In a culture where (especially for young people) real-life emotional outlets feel increasingly scarce, this music offers a rare haven: a space to let go, tune in and tap into something essential.

“Our debut album… is an attempt to grapple with the modern world, alienation, cynicism, pessimism… despite a desire to be optimistic.”

Simon Tyrie

The Itch – It’s The Hope That Kills You

Pink vinyl with Rough Trade Exclusive alternative sleeve + signed print.

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For fans of: Talking Heads, prime DFA Records, electroclash.

We’re excited to announce The Itch as part of Rough Trade On The Rise, our dedicated curation putting a spotlight on the emerging music we are the most excited for you to hear, to follow and become a fan of. Read on to discover more about the band in their own words and don’t miss debut album It’s The Hope That Kills You on I OH YOU / Fiction.

The Itch on The Itch

A self-penned bio

Five by Five

5 Qs, 5 As

Describe The Itch in 5 words.

Somewhere between pain and pleasure.

5 records you listened to prior to making your album?

!!! – Shake The Shudder
Callahan & Witscher – Think Differently
Bloc Party – Silent Alarm
Kate Bush – The Sensual World
Cut Copy – In Ghost Colours

Top 5 career moments since forming?

Signing a record deal with Fiction and I OH YOU.
Mixing our album at RAK studio.
Seeing people sing along to songs we haven’t released yet at our shows.
Ursula Le Guin’s son sharing (and kind of slamming) our track Ursula.
Getting to hang out with our band, travel the world and have loads of fun together.

5 tips or words of wisdom you’d offer an artist entering the industry in 2026? 

Don’t listen to feedback.
Put your health above everything else.
Ignore the industry.
Keep going.
Having fun is the most important thing of all. 

5 essential items on your tour rider?

Jelly worms 
Fancy cheese 
Fancier wine
Pen and paper to write a last minute set list
Anything consumable that’s healthy looking