Cassette culture is back: hands-on with the We Are Rewind GB-001 boombox

Once dismissed as obsolete, the humble cassette is enjoying a revival, driven by collectors, nostalgia, and the growing appeal of analogue sound in a digital world.

Cassette sales in the UK passed six figures for the fourth year running in 2024, according to the BPI. Around 136,000 units were sold, with Olivia Rodrigo’s Guts shifting nearly 8,500 copies on tape during its first week of release. 

Now, French brand We Are Rewind aims to build on this momentum with the launch of the GB-001 boombox, a modern reinterpretation of the 1980s icon. Following the success of its portable WE-001 cassette player, the retro audio company is scaling things up, aiming to recapture the spirit of the mixtape era with a fresh take on the classic portable stereo.

We Are Rewind is scaling things up, aiming to recapture the spirit of the mixtape era with a fresh take on the classic portable stereo…

We Are Rewind GB-001 boombox review

I had the chance to try the GB-001 for myself earlier this summer at the LIDO Festival in London’s Victoria Park, and found myself smiling before I’d even pressed Play.

The GB-001 isn’t another run of the mill Bluetooth speaker, it’s a style statement with a sense of fun.

It’s punchy too, offering 104 watts of clean power, delivered by four committed drivers: two woofers for the lows, two soft-dome tweeters for the highs. It’s been quite a while since I’ve heard a cassette tape play – and it sounded pretty darn good.

The deck inside the GB-001 features a user-adjustable motor and internal speed regulation, and supports both Type I and Type II tapes, with an active AC erasing head for low-noise recording. 

Unlike passive erase heads that use permanent magnets, an active AC erase head uses a high-frequency alternating current (typically 30–100 kHz) to demagnetise the tape before recording. This wipes the tape clean of any previous signal, preparing it for a fresh recording.

Creating your own mixtape is not only possible, but actively encouraged, helped along by twin backlit VU meters (very cool), a dedicated mic input, and even the option to plug in a guitar or dual wireless mics if you fancy a jam session or impromptu rap battle.

We Are Rewind has also been careful to make the GB-001 a practical device for modern listening. Bluetooth 5.4 is built-in, alongside a 3.5mm input, so you can stream directly from your phone or even hook up a turntable. Knobs for bass, treble, and balance proffer tactile control; a spatialisation button adds width to the stereo image, expanding the soundstage.

Available in a sleek neo-retro brushed aluminum chassis finish, the GB-001 is immediately recognisable as a boombox, but it’s got a modern, minimalist vibe too.

It’s portable, thanks to a rechargeable and replaceable 3000 mAh lithium-ion battery (good for around ten hours playback), and it’s just about light enough (at 3.5kg) to take to the park for a picnic.  

An objet d’art, cultural call-back, reboot, and love letter. The GB-001 is all these things – but maybe for Gen Z it’s something more.

The We Are Rewind  GB-001 sells for £379 (€449).

Main points at a glance: Cassette Revival & We Are Rewind GB-001 Boombox

• UK cassette sales topped 136,000 units in 2024, marking the fourth consecutive year over six figures.
  • Olivia Rodrigo’s Guts sold 8,500 tapes in its first week, reflecting Gen Z’s growing interest in analogue music formats.
• We Are Rewind Launches GB-001 Boombox:
  • French brand We Are Rewind builds on the success of its WE-001 cassette player with the GB-001 boombox, a modern take on the 1980s icon.
  • Designed to revive the mixtape era with updated tech and nostalgic flair.
• Audio & Build Highlights:
  • 104 watts of clean output via four drivers: two woofers + two soft-dome tweeters.
  • Supports Type I & II tapes, with user-adjustable motor and internal speed regulation.
  • Features an active AC erasing head for low-noise recording—superior to passive magnetic erase systems.
• Creative Tools:
  • Twin backlit VU meters, mic input, and support for dual wireless mics or guitar plug-in enable live recording and jam sessions.
  • Encourages DIY mixtape creation with tactile controls and analog charm.
• Modern Features:
  • Bluetooth 5.4, 3.5mm AUX input, and spatialisation button for stereo width.
  • Bass, treble, and balance knobs offer hands-on EQ control.
  • Rechargeable 3000 mAh battery provides ~10 hours playback; weighs 3.5kg for portable use.
• Design & Price:
  • Neo-retro brushed aluminum chassis blends vintage aesthetics with minimalist design.
  • Priced at £379 (€449), available now.
• Cultural Impact:
  • The GB-001 is more than a speaker – it’s a style statement, cultural callback, and love letter to analogue sound.
  • Resonates with Gen Z as a tactile, expressive alternative to digital streaming.